Olympic Viral Campaign #LoveAlwaysWins: 1 million+ views

This work was completed whilst working as part of the All Out team.

Campaign highlights:
– 500,000 views in 3 days, 1 million views in 11 days.
– 15 million #LoveAlwaysWins hashtag impressions.
– Global top tier media print and broadcast coverage.
– Broadcast coverage on Sky News, BBC World Service and Brazil’s National Globo TV.
– After 1.5 million views, the International Olympic Committee told Reuters they would consider adding anti-discrimination to future bid rules.
– Launched the Principle6 Campaign, with American Apparel.


An international viral campaign with All Out shining  a spotlight on Russia’s new anti-gay laws, calling on the IOC to stand by their principles of non-discrimination before the Winter Olympics kick off next February. Host-country Russia made it illegal to be publicly gay or pro-gay in the summer of 2013, punishable by 15 days in prison including tourists.

And take a look behind the scenes here courtesy of Matt Willsher and Max Hurn

This video is one part of an ongoing campaign to repeal the anti-gay law in Russia.

In August, All Out members delivered more than 300,000 signatures to the International Olympic Committee headquarters. Members urged the IOC to speak out against Russia’s anti-gay law ahead of the 2014 Winter Games.

In September, the IOC, under pressure from All Out members, confirmed that Principle 6 of the Olympic charter includes protections against discrimination based on sexual orientation. However, as long as the anti-gay laws are in place during the Sochi Games the Olympic charter is unenforceable.

Last month, All Out hired three trucks to circle the Coca-Cola headquarters in Atlanta, Georgia, with billboards urging the company to call for a repeal of the law. Coca-Cola is one of the largest Olympic sponsors and has the longest continuous relationship with the IOC.

Russia Olympics Viral Gay Mike Buonaiuto 1

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