• Believe Out Loud

+ See the campaign materialsHide the campaign materials

cause lgbt rights

organization Intersections International

website BelieveOutLoud.com

highlights

• “Silent Thoughts” video viewed over 37,000 times in 10 days after release.

Believe Out Loud

Imagine if religion were an ally in the battle for LGBT equality. That was the vision behind Underground’s creation of the Believe Out Loud (BOL) campaign with Intersections International, which aims to make church a more welcoming place for LGBT individuals.

When we started this work, we knew there were thousands of Christians across the country who supported LGBT inclusion. Our primary target was the “Moveable Middle” – clergy and congregants who were privately in favor of inclusion, but had yet to declare their support publicly. Encouraging these silent supporters to speak up, and connecting them, unleashed the powerful force of Christianity behind the cause of LGBT equality.

Building a movement requires a comprehensive approach, and to that end, Underground went above and beyond traditional advertising deliverables. From the creation of initial campaign strategy, the name “Believe Out Loud,” logo, and brand, Underground is honored to have shaped such a historic campaign from the ground up. We created a website (BelieveOutLoud.com) to bring together a chorus of BOL supporters and leverage social media tools to showcase their stories. We created posters and ads, as well as t-shirts, buttons and other materials for Believe Out Loud to sell on the website and build community. Our work culminated in the launch of “1 Million Strong for LGBT-inclusive Christianity,” which featured a social video, “Silent Thoughts,” to build our partnership base and rally the Moveable Middle.