Bangkok Pride: The Waiting Ring

The Problem

Generations of LGBTQ+ individuals in Thailand have faced a lifetime of longing, love hidden, and rights denied. Generations pass, but the yearning for acceptance remains for many. Years pass, but the right to love and to build a life together remains out of reach for many. LGBTQ+ individuals are a tangible reminder of love still waiting. Bangkok Pride saw their struggle, a silent testament to decades of waiting.


The Idea

The "Waiting Ring" was crafted as a deliberately incomplete piece of jewelry, symbolizing the unfinished journey toward marriage equality. Its minimalist design combined elegance with purpose, making it a wearable statement of hope and action.

The ring’s placement extended beyond its physical form. Accompanied by a digital platform, it directed buyers to sign a petition supporting the Marriage Equality Act, seamlessly connecting personal participation with collective advocacy. The campaign’s tone was hopeful yet urgent, emphasizing resilience and unity in the fight for equality.

Strategically, the work leveraged social media, influencer partnerships, and public events to amplify its reach, ensuring the message resonated across diverse demographics. Each element of the execution worked together to turn a simple ring into a powerful symbol of change.


Results
The "Waiting Ring" campaign achieved unprecedented success, collecting over 362,366 petition signatures in support of the Marriage Equality Act. This overwhelming engagement created significant public pressure, contributing directly to the eventual passage of the act—a historic victory for Thailand’s LGBTQ+ community.

The campaign generated extensive media coverage and public discourse, reaching millions and raising awareness about marriage equality nationwide. Sales of the ring not only funded community activities but also symbolized widespread solidarity, turning supporters into active participants in the movement.

This campaign demonstrated the power of creative advocacy, uniting people in the fight for love, equality, and lasting change.