'All Love is Sweet' Valentine's Day Campaign Celebrates Love

The Valentine’s Day campaign in Singapore celebrates the sweetness of love in all its forms.

Today is the day, and hopefully, those of you in a relationship didn’t forget, when we celebrate Valentine’s Day. And, to be fair, for many of us, chocolates.

However, as a new campaign from TBWA\Singapore and rock candy brand, Sticky points out, the festivities “are still predominantly centered around heterosexuality, excluding wider representation for members of the LGBTQ+ community.”

To remedy this the two partnered together for the launch of a new line of candies – ‘All Love Is Sweet’, the perfect Valentine’s gift to support and celebrate all love. Because all love is love.

With nine different candy and packaging designs, each one represents a unique aspect of love within the LGBTQI+ community inspired by the colors of their respective flags.

“The initiative aims to drive better understanding and inclusion of these communities and comes with a dedicated website explaining each of the different sexual and gender identities highlighted,” said a release.

“It’s hard to accept communities that you don’t understand or even know exist. So we’re hoping this project can be a starting point for more people to know more about the varied identities within the broader LGBTQ+ community. It’s not just one homogenous group of people.” said the TBWA\Singapore creatives behind the project, Sharmain Lim, Su-Lynn Goh, and Yashanti Yap.

“We’re delighted to partner with Sticky to support and provide better understanding of these under-represented communities during Valentine’s Day, with the ultimate message being – no matter how you identify on the gender-sexuality spectrum, love is sweet all the same.”

You can find out more about  ‘All Love Is Sweet” at: allloveissweet.com. All proceeds from the initiative will be donated to LGBTQ+ community-based non-profit organizations.