Smirnoff is raising awareness of the need to stand up to online prejudice with the launch of its new #chooselove campaign, which will run during Pride season in the UK.
Throughout 2017 Pride, Smirnoff will monitor online social media to identify members of the LGBT+ community that have received abuse based upon their sexual orientation or gender identity. A taskforce of dynamic and socially engaged illustrators will then respond to these messages of hate with artwork of love. By taking the offensive tweets out of the hidden, personal, digital environment and reacting in a thought provoking and positive way, the Smirnoff #chooselove campaign aims to spread love and bring the issue to the public’s attention.
Chris Laidlaw, Head of Smirnoff Europe, commented: “We are proud to have stood shoulder to shoulder with the LGBT+ community for over 20 years. We feel that it is our responsibility to help encourage diversity, equality and inclusivity in society.”
The campaign follows a report by LGBT+ anti-violence charity Galop, which found that 31% of the LGBT+ community has experienced online abuse targeting their sexual orientation or gender identity.
Laidlaw continued: “Smirnoff wants to put a spotlight upon the worrying trend that Galop has identified, and through our #chooselove campaign we hope to have a positive impact that encourages a dialogue of understanding, respect and compassion in both social media and wider society. By collectively taking action we can all spread a message of inclusivity, diversity and love.”
A selection of the artwork created in the Smirnoff #chooselove campaign will be shown at an exhibition on July 6–7 ahead of the Pride in London Parade. The exhibition will be part of the Pride in London Festival, a series of events that raise awareness of LGBT+ issues to campaign for the freedom for the community to live their lives on an equal footing.
Alison Camps, Co-chair and Marketing Director for Pride in London, said: “We are pleased that Smirnoff is taking the issue of LGBT+ hate directed towards the community via social media so seriously, it is something that Pride in London is also extremely concerned about. Our ‘Love Happens Here’ campaign is all about taking a stand against hate in all its forms, and sadly social media is an environment where it is all too easy for prejudiced views to be openly expressed. This summer, we will be conquering the hate with messages of love from London, and it’s great to have brands like Smirnoff join us.”
