JCDecaux Community Channel is proud to support the new campaign from Shape History in collaboration with LGBT Health and Wellbeing, that is combatting conversion practices targeting the LGBTQ+ community in Scotland by countering the narrative with declarations of love, worthiness, and acceptance.
LGBT Health and Wellbeing, a health and wellbeing charity for LGBTQ+ adults, work to improve the physical, social, and mental health and wellbeing of LGBTQ+ adults (16+) in Scotland.
LGBT+ Conversion practices, also known as “reparative therapy” or “gay cure therapy,” have been a persistent issue impacting the mental and physical health of individuals in the LGBTQ+ community. Despite strides in societal acceptance, these harmful practices persist and have lasting impacts on those subjected to them.
The campaign "harnesses the power of vivid, affirmative messaging, encapsulated in bright, bold posters, to counter the damaging narrative of LGBT Conversion Practices with a resounding declaration of love, worthiness, and self-acceptance."
The Shape History and LGBT Health and Wellbeing campaign with the tagline "YOU ARE WORTHY" on a National Drive screen in Edinburgh.
Matthew HyndmanWe aimed for the ads to unmistakable - big, bold and powerful. The focus should be solely on the words and the message they convey. Conversion practices aim to undermine the very essence of one's identity, perpetuating harmful stereotypes and causing immense psychological distress. It's time to challenge these damaging narratives and support those in need.
Creative Director at Shape History Scotland
The campaign is running across digital billboards in Edinburgh throughout March.
