Love Is Brighter
The Context:
In 2021, Pink Dot wanted to remind Singaporeans to ‘Let Love Lead The Way’ on the backdrop of increasingly brazen discrimination against the LGBTQ+ community, especially during the #newnormal pandemic times.
The solution:
To create greater awareness and impact for the communities that are affected by the ‘hate crimes’ swooping the nation, Goodstuph Singapore launched an online campaign spotlighting queens from the trans community - members of the LGBTQ+ community who may even feel ostracised by their own community.
The online campaign spans profile photoshoots, interview videos, giveaways, and the sale of exclusive Goodstuph Singapore x Pink Dot merch. All sale proceeds was donated to The T Project - Singapore’s first and only social service group providing shelter and other social services for the transgender community.
EXCLUSIVE MERCH GIVEAWAY
Since Goodstuph Singapore already has loyal followers who await their exclusive Pink Dot merch every year, we launched the campaign immediately with a giveaway. The aim of the giveaway was to build up an active audience for the campaign, as we introduce the superstars: the trans individuals being featured.
STYLISED PHOTOSHOOT
To launch the exclusive merch for buyers online, we organised a stylised photoshoot for the products modeled by 5 local trans individuals. Each trans model was introduced as Gods and Goddesses of love to bring out the key message of the campaign. All posts can be viewed on Goodstuph Singapore’s social pages.
INTERVIEW SERIES: THE “T” IN #LGBTQ+
To create deeper awareness for the struggles faced by the trans community, we created an episodic online interview series, allowing 5 real trans individuals to give us the tea when it comes to living life as their full authentic selves in Singapore.
Trailer
Episode 1
Episode 2
Episode 3
IMPACT
The campaign was covered online by the likes of Nylon, Timeout, Zula, and Marketing Interactive for being a meaningful campaign with a real impact on the community. Click their logos to read more.
CREDITS
Creative Director: Mark Ong
Senior Copywriter: Emma Loh
Copywriter: Hazwan Norly
Art Director: Trang Dang
Junior Art Director: Jeremy Ng
Photography: Nik Voon assisted by Claudia
Production House Partners: Edit And Play
Make Up Partners: Make Up Entourage