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