When factual journalism comes from a trusted source, society thrives. But right now, LGBT+ News is currently under-reported globally. Around the world, LGBTQ+ people face both violence and inequality every day. Our objectives were to create a credible and trustworthy voice in the news landscape on LGBT+ issues and build and engage a global audience within and beyond the LGBT+ community to create a more tolerant society for all.
To do this we created a brand and launch campaign that gave voice and representation to a global community of LGBT+ people and set the bar for reporting on the topic for the most pre-eminent media outlets in the world. Launch events held in New York during the United Nations General Assembly week and in London the following week, attractted hundreds of influencers and media.
We hit the world’s most popular commercial intersection – Times Square – and turned it into the world’s biggest newspaper, using ad space on the Thomson Reuters building to display shocking, homophobic media headlines from around the globe. All of this was timed to coincide with the United Nations General Assembly in New York and National Coming Out Day in London, and the resultant coverage was both widespread and positive.
Within 3 months it reached 118 million readers in 48 countries, including Russia, Uganda, Bangladesh, Qatar, Turkey, Pakistan, Jordan, Israel and Malaysia. You can find out more about Openly by visiting the Openly website.