MullenLowe Singapore has partnered with the Institute for Studies of Society, Economy and Environment (iSEE), Vietnam's foremost organization fighting for human rights and diversity … read moreto highlight the stigmatisation and discrimination experienced by the country's LGBTQ+ community often leading to depression and even suicide. Over 30% of Vietnamese people believe that being LGBTQ+ is a disease, and the campaign seeks to petition the World Health Organisation (WHO) to affirm that this is not the case. The stigmatisation and discrimination against LGBTQ+ people, particularly evidenced by the popularity of ‘gender treatments’ and conversion therapy, leads to physical and mental trauma that can last a lifetime. The campaign ‘Leave with PRIDE’ follows the absurd belief that LGBTQ+ is a disease to its logical conclusion: “If LGBTQ+ is a disease, shouldn’t the “afflicted” be entitled to sick leave?”. The team asked practising doctors to issue a valid medical certificate, then enlisted LGBTQ+ volunteers to go undercover and ask their superiors for sick leave. The reactions – often shocking – were captured on video and posted online as part of a four-week social campaign launched on 3 November – the beginning of Pride Month in Vietnam. Initial results are promising – 36 hours after the video went live on Facebook, the campaign has attracted 100,000+ impressions, 35,000 engagements and more than 2,900 people have signed the online petition.
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