Being gay is still largely unaccepted in Chinese society. Our brief was to build awareness of the Shanghai Pride annual event by working to humanize the movement.
Holding Hands was all about bringing the LGBT community closer to Shanghai. We first created a series of testimonial videos, followed by an online campaign that rewarded people's hand holding photos posted on social channels with 1 minute of holding a pair of virtual hands together on the campaign website.
With no campaign budget, 800,000 people submitted hand holding photos, keeping the virtual hands held for 555 days. We saw a 59% increase in social media participation and best of all, the organization saw a 10X increase in parent participation at the events.