Shaping public opinion against marginalising of the LGBTIQ+ community

Human Insights Consulting

Shaping public opinion against marginalising of the LGBTIQ+ community

CHALLENGE

A leading non-profit-organisation advocating LGBTIQ+ political & human rights in Sri Lanka approached us to develop a comprehensive communication strategy that helps destigmatise current perceptions

APPROACH

  • We deep dived into the current belief system that governs straight community perception on LGBTIQ+ community, engaging them in community groups 
  • With the LGBTIQ+ community, we explored the positive experiences using the story telling technique 
  • The objective was to uncover the inflection point where they will be triggered to make an attitudinal change

IMPACT

  • Insights helped us to create an Acceptance Matrix – mapping the levels & nature of acceptance across different segments of the society 
  • In a collaborative workshop with the client we decided:
    • Where and whom to influence first
    • Defined the communication objectives
    • Crafted the communication concepts that address relevant tensions & helps to achieve the communication objectives
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