THE CHALLENGE

The Healthy Communities "Rip and Roll" gay safe-sex advertising campaign created by Junior was removed from bus shelters in Brisbane after 35 complaints were lodged about its offensive nature.  Within 24 hours 30,000 people had called for the campaign to be reinstated.  In a huge win for same-sex relationships, the advertisements were put back up.

THE SOLUTION

The "Rip and Roll" gave the Australian public a forum to openly express their support for same-sex relationships.  To leverage from this mini sexual revolution and increase the awareness, Grand Brands partnered with outdoor media provider goa billboards and advertising agency BCM to develop the "Embrace Acceptance" campaign.  Grand Brands delivered public relations media publicity support for the campaign.

THE OUTCOME

The media publicity coordinated by Grand Brands resulted in the "Embrace Acceptance" campaign featuring on the cover of mX Brisbane as well as three online news outlets, driving new followers to the campaign's Facebook page and increased awareness of this important community issue.