Onder  Bayraktar
Copywriter at VMLY&R Turkey
Istanbul, Turkey
TitleThe Rainbow Hack
Agency
Campaign The Rainbow Hack
Advertiser Change.org, Hayata Destek, Amnesty International, Greenpeace, ESHID, Mor Çatı
Brand Change.org, Hayata Destek, Amnesty International, Greenpeace, ESHID, Mor Çatı
PostedOctober 2021
Business Sector Charities, Foundations, Volunteers
Story Six different nongovernmentalorganisations from differentbackgrounds -a great fit for the diversity emphasis ofrainbow flag- came together to run an outdoorcampaign. Each used their corporate color codes toconvey messages supporting both their organisationsand LGBTI+ community. “Oh, what a coincidence!”those billboards stood side-by-side. These six nongovernmentalorganisations raised LGBTI+ flags allover Turkey by 'accidentally' coming together onbillboards.The Rainbow Hack was the 1st to unite 6 different nongovernmentalorganisations to raise rainbow flagduring Pride Month. The campaign was organicallyshared by celebrities and influencers. It hit tens ofnews sites all around the world and became a trendingtopic throughout the LGBTI+ community. Despite allthe bans, we celebrated Pride Month with more than 10million reach and 3 million impressions. 98% of theseimpressions were positive mentions. With a very smalloutdoor budget, we created a digital campaign worthmillions of liras. All six non-governmental organisationsincreased their social media followers between 10% and 35%.
Media Type Case Study
Length
Executive Creative Director
Creative Director
Art Director
Art Director
Copywriter
Copywriter
Account Director
Managing Director
PR Director
Agency Producer
Agency Producer
Head of Digital Insight & Social Communication
Content & Community Team Lead
Digital Insight Lead
Digital Insight Analyst
Community Manager
Community Manager

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