BABYSAM
'LOVE KNOWS NO GENDER'
In Denmark, a law used to state that a man and a woman—or two women—could be co-parents. But the same law didn’t apply to two men. In other words: gay fathers were discriminated against by the legal system—which bore significant repercussions for them as well as their children.
Being a brand that supports all family constellations, we launched a simple OOH-campaign for BabySam to take a stand for equality and all fathers out there.
The campaign was made to specifically target Danish lawmakers, and was strategically placed outside of the parliament—impossible to miss or ignore.
After the campaign ran, the law got changed–an important recognition, and reminder that there are many ways to be a family.
AGENCY
Mediacom Copenhagen
PHOTOGRAPHER
Petra Kleis, Daydream Studio