The Outside Project: A Step to Curb the Need for Coming Out Kits

We don’t live in the dark ages anymore. The world has become much more inclusive than it was during the medieval era. Yet, some barbaric notions continue to plague our social norms. The taboo associated with coming out as a member of the LGBTIQ+ community is one such notion. A campaign called The Outside Project shed some light on this issue. A metaphorical tool called a Coming Out Kit bolstered the message of the campaign.

A UK-based ad agency called AMV BBDO created the video advertisement of the campaign. The ad showcased real-world conversations with members of the LGBTIQ+ community. The hosts asked the interviewees what items should a coming-out-kit comprise of. The interviewees co-operated in a fun-spirited manner. They suggested items like glitter, alcohol, and milkshake. But, the real coming-out-kit showcased in the campaign took them by surprise. It consisted of merchandise imprinted with tragic snippets of anecdotal coming out stories.

The campaign further emphasized the fact that 1 in 4 homeless people in the UK belongs to the LGBTIQ+ community. This gut-wrenching statistic prefaced the core message of the campaign. Thereafter, the ad revealed humanitarian crusades undertaken by proponents of The Outside Project. Call-To-Action inviting support for the cause marked the end of the campaign.

We feel that this advertisement brings an important issue to the surface. The real-world action taken by the campaigners validates their sincerity towards the good cause.

Credits
Advertiser: The Outside Project
Campaign: Coming Out Kit
Advertising Agency: AMV BBDO, UK
Art Director: Gina Kelly
Copywriter: Olga Pope
Creative Direction: Toby Allen, Jim Hilson
Design / Art Direction: Marco Ammannati
Director: Ciaron Craig
Editor: Alex Fletcher
Film Producer: Kieran Sadler
Production Assistant: Jake Bogira
Senior Art Producer: Jaki Jo Hannan
Photographer: Wilson Hennessy
Photographer’s Agent: Paul Cowen / Horton-Stephens
Project Manager: James Osborn
Printing Company: Wahooti
Creative Partnerships Director: Matt Harrington