Posted by Sylvia G / Tuesday, November 5, 2013 / No comments / Featured Ads , PSA , Public Awareness , sports ads
#LoveAlwaysWins - Olympic PSA Tackles Russian Anti-Gay Propaganda Laws
The video imagines what it could be like for lesbian, gay, and bi Olympians during the winter games under Russia’s anti-gay “propaganda” law.
“Russia’s law makes it unclear whether public displays of affection, coming out on television by mentioning an athlete’s loved one, or even hugging your partner after winning the gold medal could result in fines or deportation,” Andre Banks All Out’s Executive Director and Co-Founder said. “Putin would like us to think gays and lesbians are welcome during the Olympics, but no one will feel safe and welcome while this law is in place.”
“It’s not too late,” Andre Banks. “China made serious concessions ahead of Beijing to ensure the 2008 Olympic Games were consistent with international standards and Russia should not be exempt from doing the same. Russia must overturn the law before the Winter Olympics.”
Directed by Mike Buonaiuto, the Creative Lead for All Out and creator of last year’s award winning UK equal marriage viral, the short video, Love Always Wins, calls on the International Olympic Committee to speak out and stand by its Olympic principles of non-discrimination, demanding the anti-gay laws are repealed before the 2014 Sochi Games commence.
Shot by Leighton Cox, the video brought together film professionals from around the world including UK Dancing On Ice pros Frankie Poultney and Colin Ratushniak (Canada) along with Costa Rican actress Silvia Baltodano and English actress Kate Hollowood.
“It’s remarkably touching how many global professionals and All Out members have given their time and energy to create this video, which when shared with your family and friends will put the Russian anti-gay propaganda laws back into the world’s headlines,” said Mike Buonaiuto the films director and All Out’s Creative Lead. “Together we can demonstrate that people power can make a difference and these anti-gay laws in Russia are both un-Olympian and deemed unacceptable by the international community.”
This video is one aspect of an ongoing campaign to repeal the anti-gay law in Russia.
In August, All Out members delivered more than 300,000 signatures to the International Olympic Committee headquarters. Members urged the IOC to speak out against Russia’s anti-gay law ahead of the 2014 Winter Games.
In September the IOC, while under pressure from All Out members, confirmed Principle 6 of the Olympic charter includes protections against discrimination based on sexual orientation. However, as long as the anti-gay laws are in place during the Sochi Games the Olympic charter is unenforceable.
Last week, All Out hired three trucks to circle the Coca-Cola headquarters in Atlanta, Georgia, with billboards urging the company to call for a repeal of the law. Coca-Cola is one of the largest Olympic sponsors and has the longest continuous relationship with the IOC.
All Out is asking people to support the project by sharing with their friends with the hashtag #LoveAlwaysWins
Advertising Agency: All Out, New York
Director: Mike Buonaiuto
Soundtrack: Craig Sutherland
Director of Photography: Leighton Cox
Executive Director of All Out: Andre Banks
Additional credits: Starring Kate Hollowood, Silvia Baltodano, Colin Ratushniak and Frankie Poultney
Russia Olympics Video - Behind The Scenes #LoveAlwaysWins