Zurich Connect - "Protect The Love"

DDB Group Italy

DDB Group Italy Milan, Italy

Awards

2753

Brand: Zurich Connect
Country: Italy

Advertiser: Zurich Connect

Title	Protect The Love
Brief	There 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	DDB Group Italy
Campaign	Protect The Love
Advertiser	Zurich Connect
Brand	Zurich Connect
Posted	November 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	Luca Cortesini
Executive Creative Director	GABRIELE Caeti
Client Creative Director	Salvatore Zanfrisco
Client Creative Director	Stefano Guidi
Art Director	Daniele Baglioni
Art Director	Mauro Valsecchi
Copywriter	Gianluca Nucaro
Copywriter	Giacomo Ghezzo
Account Director	Barbara Damonte
Social Media Manager	Pasquale Pinto