STONEWALL HOUSING | KiCKED OUT FOR COMING OUT

Concept - DOOH - Ocean Outdoor Winner 2024 - ACD - Mr.President

Raising awareness of the LGBTQ+ homelessness crisis

Almost 1 in 5 LGBTQ+ people experience homelessness in their lifetime. With 77% citing family rejection as the reason for their homelessness, when coming out or being outed. We wanted to highlight this shocking statistic using Ocean Outdoors dynamic sound technology. As people walked along the street they would hear the abuse that LGBTQ+ people experience from their family, when coming out. Grabbing their attention, as they then saw someone being turned away behind the glass of a front door. We also localised the messaging to make the crisis feel even closer to home in the specific areas that the charity serves, using Oceans Loop sites across London, Birmingham and Manchester. The campaign left people with the hard hitting message of ‘Kicked Out for Coming Out’, as onlookers were invited to donate to help Stonewall Housing end LGBTQ+ homelessness in the area.

We worked alongside representatives of the LGBTQ+ community for whom the campaign held particular significance: It was shot by Laura Pannack and the campaign talent was a real service user of Stonewall Housing – having actually faced family rejection when coming out. The audio was also created from a true story of a real service user.