In nearly 70 countries, it's a crime to be gay. In 10 it can cost you your life. In 2015, All Out teamed up with Lush Cosmetics to launch a global campaign to raise awareness around the world about these horrible laws.
We're launching a massive campaign in a few hours with our friends at @LushCosmetics. Can't wait! #GayIsOK— All Out (@AllOut) 24 June 2015
The campaign aimed at reaching 10 million people with the hashtag #GayIsOK – we blew through that goal in 24 hours – and raising much needed resources for grassroots LGBT groups worldwide.
For the campaign, Lush created a special product called "Love Soap" – a golden bar of soap emblazoned with the hashtag #GayIsOK – and sold it in more than 800 stores around the world.
Thousands joined the campaign by purchasing the Love Soap, and posting selfies on Facebook and Instagram.
SER GAY É OK, SIM! “E se SEU amor fosse ilegal?” Vamos lavar todo o preconceito!... #GayIsOk https://t.co/ZDE3TnYORG pic.twitter.com/ibQyWcpBJi— Leandra Leal (@leandraleal) 29 June 2015
The campaign was a hit! Lush customers worldwide fell in love with the product.
In 2016, the campaign won a Shorty Award, which honors the best of social media, in the Hashtag category, and was a finalist in the Social Good Campaign category.
#GayIsOK - The Shorty Awards
The Shorty Awards honor the best content creators and producers on social media: Twitter, Facebook, YouTube, Tumblr, Instagram, Snapchat, Vine and the rest of the digital world.
The campaign also won a Bronze Winner of the 5th Annual Lovie Awards, which honors online excellence in the European Internet community.
The campaign also raised an incredible US$425,000 for a “Love Fund” to support organizations fighting for love and equality around the world.
All Out received a grant from the fund to continue our global campaigns, with the huge majority distributed in grants to organizations chosen by a panel that included both Lush and All Out, as well as representatives from the East African Sexual Health and Rights Initiative (Uhai) and the Astraea Foundation.
Grantees include amazing organizations like:
This campaign marks one of the broadest conversations in history about LGBT rights and a significant new source of funding for groups on the frontlines of our movement.