The European Commission stand against discrimination
Above: EU campaign to improve the social acceptance of LGBTI people.
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A sensitive subject
The European Commission launched an initiative to improve the social acceptance of LGBTI people. Attitudes to minority groups vary enormously across the EU and the intention was to portray people in a way that highlights the shared experiences and feelings of being human.
The European Commission understands that video is a medium that can change people’s opinions, which can deliver emotional as well as factual information. It’s a powerful tool for addressing subjects that can be contentious and divisive.
Shoot You was asked to create a video that showed LGBTI people as having the same dreams and values as everyone else in society, while avoiding the pitfalls of condescension.
The story had to be told with images alone, although on-screen graphics would be provided in multiple languages.
A fine line
Representing minority groups in corporate video is always a task that needs to be approached with awareness and sensitivity.
That job was made easier in this video as our brief was specifically to portray that human desires are universal, and LGBTI people are no exception. We picked topics essential to human well-being; health, security, personal achievement, happiness, and showed a diverse group of people who may or may not be LGBTI.
We also incorporated the existing ‘rainbow’ motif used widely by the LGBTI community to inform our graphics throughout the video.
It’s always a pleasure to produce videos that work to improve awareness and reduce discrimination.