Creativity

Cosmetics Brand Lush Launches Gay Rights Campaign In Run Up To Sochi

Valentine's Campaign Will Protest Against Russia's Anti-Gay Laws

Published on Feb 06, 2014

Editor's Pick

British cosmetics firm Lush is launching a gay-rights themed Valentine's campaign that also coincides (deliberately) with the Winter Olympics in Sochi to protest about Russia's anti-gay laws. Across its 700 stores in 40 countries, the retailer will display signs with pink triangles proclaiming "We believe in love" and staff will encourage customers to paint pink triangles on their bodies in solidarity with Russia's LGBT community. Lush is also organizing a gay rights "carnival" to be held outside the Russian embassy in London on Valentine's Day, and will be creating photo petition books which it will send to Russian embassies worldwide on the day. On its Sign Of Love website, customers can upload photos of themselves painted with a pink triangle, using pink lipstick, then share their #SignofLove via Facebook, Twitter or Instagram.

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About

Credits

Date
Feb 06, 2014
Client:
Lush

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