In the lead up to the Sydney Gay and Lesbian Mardi Gras and Auckland Pride Festival, ANZ bank have released a campaign specifically focusing on LGBTQI couples and their reluctance to hold hands in public. Agencies TBWA Melbourne and TBWA Auckland aimed to highlight this problem and encourage people across New Zealand and Australia, and beyond, to show their support.
The campaign is based on research commissioned by ANZ which discovered that members of the LGBTIQ community were three times more likely (39%) to feel uncomfortable holding hands in public. In Australia, they are more than twice as likely (52%) than non-LGBTI (14%) to have felt uncomfortable performing the most basic gesture of love: holding hands in public. Also, while the vast majority of New Zealanders (95%) agree that everyone, regardless of their sexual orientation or gender identity, should feel comfortable holding hands in public, less than half of the LGBTI community (39%) truly feel comfortable doing so. Similarly, in Australia, 94% of people support everyone feeling comfortable with this show of affection, but only (43%) actually say they feel very comfortable. What a sad reality, and something we all definitely take for granted.
As part of a broader social campaign, in collaboration with Twitter, a custom emoji was developed alongside the hashtag #HoldTight. The campaign launched the ad (above) accompanied by stories told by ANZ staff:
Additionally, they also developed a limited edition custom wristband (featuring the same heart-shaped emoji hands), which will light up when people hold hands. The wristbands will be worn by attendees at the Sydney Gay and Lesbian Mardi Gras and Auckland Pride Festival:
Carolyn Bendall, head of marketing at ANZ said:
ANZ is using #HoldTight as a platform to share an important message about diversity, inclusion and respect and to help people understand the challenges that many members of the LGBTIQ community face. We hope to make a difference by encouraging the wider public to join in the conversation and show their support.