ANZ launches #HOLDTIGHT campaign for Mardi Gras
ANZ encourages the LGBTIQ community to hold tight in its 11th year supporting the Sydney Mardi Gras.
Holding hands is one of the simplest forms of affection. Yet in 2017, the gesture can still be cause for hesitation for many members of the LGBTIQ community. This is why, in its 11th year supporting the Sydney Gay and Lesbian Mardi Gras and 5th year supporting the Auckland Pride Festival, ANZ has launched the #HOLDTIGHT campaign.
Research commissioned by ANZ for the campaign reveals that 94% of Australians say everyone should feel comfortable holding hands in public, regardless of sexual orientation or gender identity. However, the reality is that only 43% of LGBTIQ Australians feel at ease doing so.
“This highlights the daily pressure that the LGBTIQ community faces. It’s a simple and loving gesture to hold your partner’s hand, however for fear of discrimination and experiences in violence and abuse, the reality is that many in the community still don’t feel safe,” said Sydney Gay and Lesbian Mardi Gras CEO Terese Casu when commenting on the research.
To illustrate the reality of these statistics and encourage members of the LGBTIQ to hold hands with pride, ANZ released its #HOLDTIGHT video campaign on Friday.
Created by TBWA, the ad shows a number of LGBTIQ couples holding hands in public places such as on the bus, by the pool and at restaurants. However, as other members of the community approach or notice that they’re holding hands, they quickly pull away from one another. A heartbreaking, confronting but empowering video, it finishes with the tagline “When you feel like letting go, #holdtight”.
As part of the campaign, ANZ has also developed a custom wristband that will be distributed exclusively at the Sydney Gay & Lesbian Mardi Gras and the Auckland Pride Festival. The first of its kind, the wristband uses infrared technology to detect proximity between to wearers, lighting up when their hands come together.
ANZ will also welcome back the iconic GAYTMs, including two Oxford Street machines that will be “holding tight” to promote the campaign. As in previous years, all transaction fees from GAYTMs will go to support Twenty10, the gay and lesbian counselling service of NSW.
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