the brief
In many countries, it’s still illegal to be lgbtq+. In a 12 those countries, it’s punishable by death. That’s about 13 too many. The Foundation of Hope is a charity that provides financial aid to NGO’s that support ltbtq+ refugees fleeing persecution. Our goal was to raise awareness for their annual fundraiser, STRUT — a mile-long walk in heels to raise money and show solidarity .
the solution
We ran a copy driven transit campaign that painted arresting headlines as the brand embossing in a high-heeled shoe.
A mile in heels is easier than a lifetime in the closet.
Walking in heels is painful. In some countries, deadly.