#YouCantDoIt
You two girls went out drinking, you accompanied her to the house walking hand in hand... and now? Do you give her a kiss?
NO, you can’t do it, because in Italy, if you are an LGBTQ+ person you are not free to do a lot of normal things for fear of being attacked, rejected by your family or friends, or discriminated in your workplace.
This is the starting point of the idea of the campaign created for Control on the occasion of the Pride Month, #YouCantDoIt.
Through a guerrilla campaign around Milan, we created awareness about the frightening numbers of homophobic, lesbian, transphobic attacks that happen in Italy every 2 days.
The campaign was on different touchpoints: stickers around the city with teasing copy and QR code, which led to a landing page where we showed all the worrying data regarding the Italian situation on homophobia.
We then followed up on social channels with a series of posts and stories, in which we engaged the community to tell us their testimonies on this issue, and give voice to the LGBTQ+ community during Pride month.
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Making out near the house it’s a classic
#YouCantDoIt
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Walking hand in hand it’s awesome
#YouCantDoIt
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When you want them to meet your friends
#YouCantDoIt
Credits
Agency
Together
Graphic designer & art director
Fabio Iacomino
Creative director
Valentina Barone
Copywriter
Linda Codognesi
Art Director
Edoardo Merotto
Head of channel and media
Michele Baldari
Digital media strategist
Adriano Esposito
Executive creative director
Fabio Padoan
Social media manager
Amelie Germano
Account executive
Elisa Mauri
Agenzia media
Together
Direzione clienti
Giada De Giovanni
Senior video editor
Giuseppe Basile
Senior motion designer
Valentina Redivo
Video maker
Riccardo Galli