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
