In 2019, Belong To teamed up with IAPI, RTÉ and many other contributors to deliver the #ComeIn campaign – a way in which IAPI members and partners could show solidarity and support for the LGBTI+ community during Stand Up Awareness Week which, at the time, had participation from less than half of Ireland’s second-level schools.
In 2022, the final year of the #ComeIn campaign partnership between IAPI and Belong To, resulted in over three quarters of second-level schools taking part in Stand Up Awareness Week. The annual week is run to promote the safety and inclusion of LGBTQ+ young people by encouraging second-level schools to take a stand against LGBTQ+ bullying.
Since the campaign’s launch, there has been an increase in the number of schools taking part in Stand Up Awareness Week. The concept was driven from what the LGBTQ+ community wished they heard in school, words and affirmations that show solidarity, acceptance and support. The number of students the campaign reached last year almost doubled.
It jumped from 162,000 second-level students in 2018 to 312,971 last year.
Belong To CEO Moninne Griffith said the campaign was instrumental in increasing the number of schools, students and teachers supporting their LGBTQ+ community. “The numbers speak for themselves,” Griffith said. In just four years, the number of schools participating is up from 43 per cent of second-level schools in 2018 to 77 per cent last year.
The IAPI team in 2022 was made up of individuals from 14 different agencies, as well as producers, videographers, stylists and behind the scenes people, all of whom gave up their time, media expertise and creative energy pro bono for the project. The team comprised:
- Project Manager: Andréa Henry and Cara Spillane, Teneo
- Digital Creative: Rebekah Stacey, Teneo
- Senior Planner: Ronán Jennings , BBDO
- Junior Strategist: Phumi Kubeka, TBWA\Dublin
- Social Strategist: Aimee Doyle, Connections Strategist: Alex Boucher, BBDO
- Community Manager: Callum Dunne, TBWA
- Copywriter: Susan McGing, Pluto
- Art Director: Luz Estevan, Pluto
- Motion Graphics Designer/Art Director: Raphael Silva, Droga5 Dublin
- Media Manager: Mark Hughes, Mindshare
- Photographer: Adrian Wojtas, Freelance
- Creative Consultant: Niall Staines, TBWA\Dublin
- Research: Alana Devitt, Core
- PR: Rachel Farrell and Shona Hutchinson, Elevate PR
- Social Media Manager: Jonathan Moore, Verve
- Digital Out of Home Sponsors: Talon, Clear Channel, Wide Eye Outdoor, Kleerex Global and Promo
- Production Company: Mutiny
- Director: Adrian Wojtas and Raphael Silva
- Photographer: Adrian Wojtas
- Photographer Assist: Karolina Złocka
- Creative Producer: Raphael Silva
- Producers: Andréa Henry, Rebekah Stacey
- Stylist: Orla Cashell
- Art Department: Susan Ging, Luz Estevan, Raphael Silva
- Studio: Droga 5 Dublin
- BTS Videographer: Martha MacNulty
- Cast: Celtic, Nicole, Leon, Leo, Eric, Georgia, Fernanda
A special shout out to Aoife O’Regan, marketing co-ordinator, RTÉ Media Sales, along with her colleagues at 2FM for airing the campaign and giving it extensive editorial coverage during the month of November. IAPI said that RTÉ were “incredibly generous” with their time and support of the BeLonG To Stand up week for the fourth year running.
Brands/agencies that donated radio spots: Volvo Ireland, Bord Gáis Energy (Mindshare), Coca-Cola, Allianz (Essence MediaCom), ESB Corporate, Vodafone, Bank of Ireland, Electric Ireland, CCPC (Carat), Nivea (Carat), Energia, Ikea (Dentsu X), Giveblood.ie, Sony Pictures, Renault, Virgin Media, Irish Water, Aer Lingus, Bus Éireann (OMD) and Audi (PHD).
For more on the 2022 #ComeIn campaign, click here
