|Category||Promo & Activation|
|Subcategory||Non-traditional ambient and guerilla marketing|
|Entrant agency||Geometry Global Hungary|
|Creative director||Ferenc Benesch|
|HEAD OF ART||Levente Thurzó|
|Account director||Anett Miksó|
|ACCOUNT EXECUTIVE||Boglárka Ostoróczky|
As part of a civilian association programme, Budapest Pride, Hungary’s most prominent LGBTQ organisation was invited to create a billboard for ARC 2016, a national exhibition of print installations raising awareness about the country’s most pressing social issues. As of 2012, the Hungarian constitution is amended with a paragraph officially declaring marriage as an institution between a man and a woman, thus making same-sex marriage legally impossible in the country. According to a recent survey conducted by Budapest Pride, the legal ban on same-sex marriage remains one of the most crucial problems for the Hungarian LGTBQ community.
Budapest Pride designed a billboard that actually encourages the public to take action by changing its meaning to the exact opposite.
Thanks to the interactive design of the interface, attendees of the exhibition could “step up” onto the podium in front of the billboard, cover the words “DON’T”, and raise their voice against social injustice and inequality both in real life and across social media channels.
Visitors of all ages, social backgrounds and sexual orientations stood up against social injustice and shared their view on various online channels. The Step-Up Billboard gained vast media coverage and resulted in hundreds of social media posts.