Winner: The TASC Group — Athlete Ally's and All Out's Principle 6 Campaign
In 2013, Athlete Ally and All Out, nonprofits that advocate for LGBT rights, launched a joint project called the Principle 6 Campaign to highlight the Olympic principle of non-discrimination and to give athletes and fans a way to speak out against Russia’s anti-gay laws before and during the Sochi Winter Games. During the campaign Athlete Ally and All Out partnered with American Apparel to launch a specially branded clothing line, depicting the Principle 6 image. Proceeds from the sale of the clothing line went to support LGBT advocacy groups in Russia fighting discrimination and anti-gay laws.
By framing the Principle 6 Campaign as a respectful call on the International Olympics Committee to adhere to its own clearly defined principles of anti-discrimination, the campaign was able to reach far more people and thought leaders and earn creditability in the media. Dozens of athletes, celebrities, models and influencers changed their Twitter avatars to the Principle 6 logo, including Julianna Moore, Olivia Wilde, Sean Avery and U.S. Senator Charles Schumer. The campaign generated 224 unique media stories, with placements in the likes of The New York Times, The Wall Street Journal, USA Today, Time, Vogue and Sports Illustrated.
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