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Top 6: November 17th 2021
Ambient
Institute for Studies of Society, Economy and Environment (iSEE): Leave With PRIDETop 6: November 17th 2021
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 to 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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