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beyond blue: Is it ok to be left-handed?

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CASE STUDY: Marmalade Melbourne has created a national awareness campaign aimed at reducing discrimination and bullying particularly against young gay, lesbian, bisexual, trans or intersex (GLBTI) people.

beyondblue, together with Movember, has contributed to this national antidiscrimination and stigma-reduction campaign which includes cinema ads, TV, online, print and outdoor ads, and personal video stories from GLBTI people who have experienced depression and anxiety as a result of discrimination.

Chairman of beyondblue, The Hon. Jeff Kennett said: "beyondblue research shows that, discrimination and bullying are major contributing factors to depression and anxiety, and risk of suicide."

"GLBTI people are at least two to three times more likely to experience depression and anxiety than the broader population and are at greater risk of suicide and self-harm. Almost half hide their sexuality or gender identity in a range of situations fearing violence or discrimination - with young people aged 16 to 24 years more likely to do so than any other age group."

According to Creative Director, John Akritidis: "The campaign represents an important piece of work for the agency on an incredibly challenging subject. The individuals we met were brave and their stories were exceptional. In fact, the more we heard the more determined we became to shine a very bright light on this issue."

The ads focus on the outdated practice of past generations which forced children who were born left-handed to use their right hand, as this was deemed to be "correct".

Mr Kennett said: "Now it seems ludicrous that adults tried to make left-handed children conform to what they considered was the 'right way' of doing things. This campaign draws a parallel and makes us question if our society isn’t doing exactly the same thing to people whose sexuality or gender identification is different. Is it all right to be left-handed? Of course. Is it all right to be gay or lesbian? Of course.

"It's unreasonable to think you would discriminate against someone just for being themselves. We don't want people to feel they have to hide who they are because they fear discrimination, ridicule or violence," he said.

Lisa Gumbleton, Marmalade's Director of Client Services added: "This is a campaign that we as an agency believe in whole heartedly. As a community we need to embrace individual difference, not be prejudiced against it."

The ads and videos can also be seen on beyondblue's website, Facebook and You
Tube pages.
Credits Other credits

Client: Beyond Blue

Head of Marketing and Brand Management: Janine Scott

General Manager Marketing and Communications: Fiona Athersmith

Project Manager GLBTI and Priority Communities: Megan Hansford

Indigenous and Priority Communities Program leader: Lynell Angus

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