Publicis JimenezBasic and Lazada champion the education of LGBTQ rights among Filipinos by offering ‘Love’ for sale on the e-commerce site

Something strange has been popping up on suggested shopping items on one of Asia’s largest e-commerce sites Lazada recently.

It wasn’t a pair of leather flats, not a bottle of mineral oil. It was “Love”

Love is something that’s been elusive for a lot of people and there it was for sale on your computer screen.

On Lazada “Love” can be bought for only P143.

Plus, it comes in a variety of hues and hip patterns. “Love” has some interesting features: it can last a lifetime but has no warranty (take the risk, says the seller), and it’s compatible with everybody.

“Love” turned out to be a creative declaration of support for the LGBTQIA+ community. It is a campaign championing the continuing education of LGBTQ rights among Filipinos not just during Pride Month but every day.

The agency behind “Love” is Publicis JimenezBasic Manila.

VIEW THE LOVE PAGE

“It is a campaign close to the hearts of my LGBTQ team mates and Lazada clients especially now that despite holding one of the biggest Pride Marches in South East Asia, the Philippines seems to be going back to square one in furthering the SOGIE bill,” said Bia Fernandez-Famularcano, Creative Director, Publicis JimenezBasic.

The SOGIE (Sexual Orientation and Gender Identity or Expression) Equality Bill, also known as the Anti-Discrimination Bill (ADB), is a proposed legislation of the Congress of the Philippines. It is intended to prevent various economic and public accommodation-related acts of discrimination against people based on their sexual orientation, gender identity or expression. And, as legislation, it has been languishing since the year 2000.

According to Fernandez-Famularcano “Love” stands for having the equal right to choose who to love, just as you can choose which “Love” badge to save on your desktop and use as a profile picture, a cover photo, or print and use as you please.

“The payment is also a choice. If one chooses to buy, the amount goes directly to Metro Manila Pride, an organization that champions LGBTQIA+ causes and is more popularly known for the staging the largest Pride demonstration in South East Asia last June 30, 2018. But one can also save their “Love” badge of choice for free and show support by sporting it as a social media profile picture.”

“It was an interesting experience finding “Love”, in this case a way to show love to the LGBTQIA+ community, in a place where you don’t expect to find it. But in the end, the right to choose blankets every part of our lives. It reminds us that we should all have the right to exercise it, most especially when it comes to love,” said Fernandez-Famularcano.

Credits

AGENCY: Publicis JimenezBasic Manila

ECD: Trixie Diyco