Gabriele Caeti
Executive Creative Director at DDB Group Italy
Milano, Italy
TitleProtect The Love
BriefThere are no laws in Italy that protect LGBT+ people from homophobic insults. Those entrusted to protect them do nothing but foment contempt, and all of this hate gets poured into social networks. Zurich Connect, one of Europe’s leading insurance companies, transformed this hate into support with Protect The Love. For every offensive comment found on social networks, Zurich Connect donated €1 to to projects that champion the LGBT+ community. Haters had never been so useful: the more they hated, the more they donated.
Agency
Campaign Protect The Love
Advertiser Zurich Connect
Brand Zurich Connect
PostedNovember 2019
Business Sector Online Financial Service
Story Anti-LGBT+ users are everywhere. Offline and online. To support the LGBT+ community and take a stand against the haters we just said one thing to them: thank you. During Milan Pride Week bullies and homophobes unintentionally became supporters of the cause thanks to “Protect The Love”, the first online insurance for LGBT+ Pride. During Pride Day in Milan we turned every hateful comment we intercepted on social networks into donations towards projects that support LGBT+ people. Bullies and Homophobes online have never been so useful: the more they hated, the more they donated. Online insurance is what we do best, and if the law can’t protect LGBT+ people, we can.
Media Type Social Media
Executive Creative Director
Executive Creative Director
Client Creative Director
Client Creative Director
Art Director
Art Director
Copywriter
Copywriter
Account Director
Social Media Manager

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