Vodafone published a spot for one of its services with the image of two girls kissing. This scene caused a wave of hate on social media.
The brand asked us to help them respond by interviewing relevant LGTBI+ personalities. We suggested going further. Taking #OneStepForward against hate and homophobia.
This is the origin of the #OneStepForward Manifesto. Vodafone’s statement against hate and in favour of diversity. An action to which the company committed itself and which included the participation of a female employee as the brand voice. Alongside her, personalities from the collective and the star of the spot made Vodafone’s position clear in a direct response to haters.
The message was the most engaging content of Pride 2021 and even prompted Movistar to support us on social media, in what turned out to be the first conversation in history between competing companies.