Smirnoff’s #chooselove campaign takes a stand against LGBT+ prejudice online

The campaign, which will run during this year’s Pride season in the UK, will see artists respond to online hate with messages of support and love.


Smirnoff Choose Love Campaign Image

2017 marks 50 years since the partial decriminalisation of sex between men. During this historic summer, Smirnoff is raising awareness of the need to stand up to online prejudice with the launch of its thought-provoking #chooselove campaign.

Although great strides have been made in the last 50 years, prejudiced attitudes towards the LGBT+ community sadly still exist. A report by Galop, a LGBT+ anti-violence charity, revealed that one in three members of the LGBT+ community (31%) have experienced online abuse targeting their sexual orientation or gender identity. In the last year, Galop has seen the level of online abuse on social media increase.

Choose Love

Throughout 2017 PRIDE, Smirnoff will monitor eonline social media to identify members of the LGBT+ community that have received abuse based upon their sexual orientation or gender identity. A taskforce of dynamic and socially engaged illustrators will then respond to these messages of hate with artworks of love.

By taking the offensive tweets out of the hidden, personal, digital environment and reacting in a thought provoking and positive way, the Smirnoff #chooselove campaign will spread love while bringing the issue of online abuse to the public’s attention.

Anita Robinson, Smirnoff Marketing Director for Europe, said, “We are proud to have stood shoulder to shoulder with the LGBT+ community for over 20 years. We feel that it is our responsibility to help encourage diversity, equality and inclusivity in society.

“Smirnoff wants to put a spotlight upon the worrying trend that Galop has identified, and through our #chooselove campaign we hope to have a positive impact that encourages a dialogue of understanding, respect and compassion both on social media and in the wider society.”

Love on display

A selection of the artwork created in the Smirnoff #chooselove campaign will be shown at an exhibition on 6 and 7 July ahead of the Pride in London Parade.

The exhibition will be part of the Pride in London Festival, a series of events that raises awareness of LGBT+ issues and campaigns for people in the community to be able to live their lives free from discrimination.

The exhibition will be held at Kachette, 347 Old Street, London, EC1V 9LP.