On Valentine’s Day, Critical Mass teamed up with Pride Toronto, presenter of WorldPride 2014 to share its message of tolerance by creating #LoveSochi a simple way to unite people to do something positive. The symbol for #LoveSochi – two hands forming a heart – is a sign with universal significance.
Launched on February 6th prior to the Sochi Olympics Opening Ceremony, #LoveSochi has already gained some traction reaching over 6.3 million people in less than a week through thousands of tweets, Instagram and Facebook posts from all around the world. Even celebrities like Jennie Garth have participated and national and international media have begun to take notice.
#LoveSochi is a simple way to send a message of love and support during the Sochi Games. Participation is simple. People can take a picture or video of the symbol and share it on the social network of their choice using the hashtag #LoveSochi. By joining this movement, people share their support of WorldPride 2014’s strong message that all humans are deserving of love, regardless of color, creed, sexual orientation or citizenship.
In a statement, Dr. Shelley Craig, Co-Chair, Pride Toronto asserted, “Higher, Faster, Stronger may be the Olympic motto, but it should also be the motto for those fighting against anti-gay oppression: Raise our voices higher, spread our message faster, demonstrate our pride is stronger.”
WorldPride 2014 Toronto is an international celebration taking place from June 20 – 29, 2014 that incorporates activism, education, and the history and culture of global LGBTQ communities. WorldPride 2014 Toronto is presented by Pride Toronto, producer of Canada’s largest annual festival of LGBTTIQQ2SA* culture and human rights, under license from InterPride.
Pride Toronto is the not-for-profit organization that hosts the city’s Pride Festival, an annual event in downtown Toronto during the last week of June and one of the premier arts and cultural festivals in Canada. It is also one of the largest Pride celebrations in the world with an estimated attendance of over one million people.
Critical Mass is a global digital agency with 8 full-service offices and operations around the world. A Toronto-based team created the concept and strategy, working alongside Pride Toronto’s team to spark further conversation and awareness around gay rights and oppression. Several Critical Mass employees are featured on the campaign page on WorldPrideToronto.com.
Visit the #LoveSochi action site for more details: http://worldpridetoronto.com/lovesochi