In 2019, Belong To teamed up with IAPI, RTE and multiple contributors to deliver the #ComeIn Campaign – a way in which IAPI with the help of our 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 second-level schools. In 2022, the final year of the #ComeIn campaign partnership between IAPI and Belong To, we are delighted to see that over three quarters of second-level schools took part in Stand Up Awareness Week in 2022.
Stand Up Awareness Week is an annual campaign, run by Belong To that promotes the safety and inclusion of LGBTQ+ young people by encouraging second-level schools to take a stand against LGBTQ+ bullying.
Since commencing the #ComeIn campaign, there has been a year-on-year increase in the number of school communities coming together for Stand Up Awareness Week. This concept was driven from what the LGBTQ+ community wished they heard in school, words and affirmations that show solidarity, acceptance and support.
In 2022, the number of students reached by Stand Up Awareness Week’s message of LGBTQ+ inclusion almost doubled, from 162,000 second-level students in 2018 to a phenomenal 312,971 second-level students in 2022.
The #ComeIn campaign has been instrumental in increasing the number of schools, students, and teachers taking the opportunity to recognise, support, and celebrate their LGBTQ+ community.
Speaking about the #ComeIn campaign, Belong To’s CEO, Moninne Griffith (she/her), said:
“When we think about the importance of our partnership with IAPI and the #ComeIn campaign, the numbers speak for themselves. In just four years, the number of schools participating in Stand Up Awareness Week has steadily risen from 43% of second-level schools in 2018 to an extraordinary 77% in 2022.
I want to take this opportunity to thank the team at IAPI and their agency members for their dedication to supporting LGBTQ+ youth and for the innovation and creativity they have brought to the #ComeIn campaign. Thank you also to our media partner, RTÉ 2FM, who generously spotlighted and celebrated LGBTQ+ youth through the #ComeIn campaign.”
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 this project. They should be congratulated:
- Project Manager: Andréa Henry and Cara Spillane, Teneo
- Digital Creative: Rebekah Stacey, Teneo
- Senior Planner: Ronán Jennings , BBDO
- Junior Strategist: Phumi Kubeka, TBWA
- 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, Droga5Dublin
- Media Manager: Mark Hughes, Mindshare
- Photographer: Adrian Wojtas, Freelance
- Creative Consultant: Niall Staines, TBWA
- 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 Studios
- Director: Adrian Wojtas and Raphael Silva
- Photographer: Adrian Wojtas
- Photographer Assist: Karolina Złocka
- Creative Producer: Raphael Silva
- Producers: Andréa Henry and Rebekah Stacey
- Stylist: Orla Cashell
- Art Department: Susan McGing, Luz Estevan and Raphael Silva
- Studio: Droga5 Creative Studio
- BTS Videographer: Martha Mac Nulty
- Cast: Celtic; Nicole; Leon; Leo; Eric; Georgia; Fernanda.
A special shout out to Aoife O’Regan, Marketing Coordinator at RTÉ Media Sales, RTÉ along with her colleagues and presenters on 2FM for airing the campaign, and giving it such amazing editorial coverage over the month of November. Indeed, RTÉ were incredibly generous with their time and support of the BeLonG To Stand up week for the 4thyear running. The awareness that the 2FM editorial content brought to the programme overlaid with donated ad spots across TV & Radio was exceptional. For these, we’d like to thank the following brands who donated radio spots and their Media Agency partners:
