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Reason Digital

Enough is Enough

Fighting Homophobia with an eCampaign featuring Sir Ian McKellen, Antony Cotton and thousands of supporters.

One of the most interesting aspects of the campaign for  us was the way people used digital media to tell their own stories and voice their opinions about homophobia to new and different audiences that were beyond the reach of the charity's original message.

  • Antony Cotton reported on his progress as the star of the campaign to his 34,000 Twitter followers and uploaded photos to TwitPic of Coronation Street stars wearing the campaign t-shirt.
  • Lorraine Kelly tweeted about the campaign to her 19,000 followers.
  • The cheeky purple puppet of CheekTV celebrated International Day Against Homophobia by making his own video about the campaign, reaching another 5,000 younger YouTube subscribers.
  • Supporters continue to post real stories and comments which appear in a "Voices against homophobia" speech bubble on the campaign website and subscribers are regularly emailed new campaigning actions and updates about their impact.

We used a lot of existing free web-based services to put together this campaign, including

  • A Facebook page to talk to supporters and as scrapbook of activity going on around the web.
  • Implementing the new Facebook "Like" button to push the campaign into people's newsfeeds.
  • Uploading campaign videos to YouTube and encouraging comments and video responses.
  • Uploading radio ads to SoundCloud.
  • Taking donations via JustGiving.
  • Posting specific campaign messages to Twitter where we also encouraged discussion and retweeting.
  • Creating a petition at petition.co.uk to protest about the imprisonment of two gay men.

It's tempting to try to control the campaign message, but we found that providing supporters with the tools to campaign on the charity's behalf can deliver much more diverse results which are effective and emotive. Your supporters are often your best advocates, let them spread your message and further your cause in their own way.

Some of the digital outputs of this campaign (only some of which are officially by the LGF):

  • http://www.youtube.com/watch?v=c6OkOxSH4_s
  • http://www.youtube.com/watch?v=g1pRYvyi17w
  • http://soundcloud.com/grahame/enough-is-enough-action-against-homophobia
  • http://twitpic.com/1olkwf
  • http://twitpic.com/1olmgv
  • http://twitpic.com/1ollc9
  • http://www.petition.co.uk/free-gay-malawians
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