LOVE VERSES HATE

TitleLOVE VERSES HATE
BrandTEAM MAGAZINE, YOUNG STAR, SCOUT MAGAZINE, PREEN PH, VILLAGE PIPOL
Product / ServiceTEAM MAGAZINE, YOUNG STAR, SCOUT MAGAZINE, PREEN PH, VILLAGE PIPOL
CategoryB02. Use of Ambient Media: Small Scale
EntrantPROPEL MANILA Makati City, THE PHILIPPINES
Idea Creation PROPEL MANILA Makati City, THE PHILIPPINES
Production PROPEL STUDIOS Makati, THE PHILIPPINES

Credits

Name Company Position
JC Valenzuela Propel Manila Chief Executive Officer
Raymund Sison Propel Manila Chief Creative Officer
Aiko So Propel Manila Creative Director
AJ Marquez Propel Manila Business Unit Director
Earl Guico Propel Manila Digital Producer
Eri Carunungan Propel Manila Senior Copywriter
Hayami Kudo Propel Manila Senior Art Director
Joseph Yuhico Propel Manila Copywriter
Pablo Lorenzo III Propel Manila Art Director
Brent Guzman Propel Manila Content Creator
Lauren Galicia Propel Manila Copywriter
Rachel Clavio Propel Manila Account Director
Zari Sabelita Propel Manila Account Director
Christa Gutierrez Propel Manila Account Manager
Ivy Cabal Propel Manila Data Analyst
Raven Austria Propel Manila Data Analyst
Maxlee Merida Propel Manila Lead Data Analyst
Anna Tejero Propel Manila Data Analyst
Patty Villegas Propel Manila Community Manager
Kay Cardeño Propel Manila Lead Community Manager
Melo Esguerra Love Is All We Need Coalition Client
Paolo Lorenzana TEAM Magazine Publisher and Editor-in-Chief
Jackie Arias Preen Magazine Associate Editor
Oliver Emocling Scout Magazine Author
Jim Zamora Village Pipol Magazine Editor-in-Chief
Maine Manalansan Young Star Magazine Author
Pablo Lorenzo III Propel Manila Content Creator
Brent Guzman Propel Manila Content Creator
Hayami Kudo Propel Manila Senior Art Director
Melo Esguerra Love Is All We Need Coalition Chairperson
Paolo Lorenzana TEAM Magazine Publisher and Editor-in-Chief
Jackie Arias Preen Magazine Associate Editor
Oliver Emocling Scout Magazine Author
Jim Zamora Village Pipol Magazine Editor-in-Chief
Maine Manalansan Young Star Magazine Author

Why is this work relevant for Direct?

This idea is a bold provocative face to face confrontation of the LGBTQ+ community and the religious sector. Every Pride Parade, anti-LGBTQ+ activists come to spread hate using verses of the Bible. So on this year's Pride Parade, five publications united to turn the weapon these religious activists used against LGBTQ+ into a shield that spreads love to the community. Through provocative Love Verses Hate parade placards, situated and demonstrated right in the area where anti-LGBTQ+ religious activists stand to discriminate and spread hate. An eye for an eye. A tooth for a tooth. A verse for a verse.

Background

The Bible has always been used as a weapon to discriminate and spread hate against the LGBTQ+ community. It’s more prevalent in the Philippines where 85% of the country is Catholic. Every Pride Month in the Philippines, anti-LGBTQ+ activists come to spread hate online and on Pride Parade, using verses of the Bible.

Describe the creative idea (30% of vote)

On the eve of Pride Month, five publications – Team Magazine, Preen, Scout Magazine, Young Star, Village Pipol – united to turn the very weapon used against LGBTQ+ into a shield that spreads love to the community. Introducing Love Verses Hate. Demonstrating the truth that there are more Bible verses that show love to LGBTQ+ than verses used to hate and discriminate. Reclaiming the very core of the Bible – that it’s always been about acceptance, not discrimination. That it has always meant to unite, not divide. That it's always about love, never about hate.

Describe the strategy (20% of vote)

The target was bullseye -- religious groups who use verses of the Bible to spread hate and discriminate LGBTQ+. The approach was simple and provocative -- an eye for an eye, a tooth for a tooth, a verse for a verse. Using the very same weapon they use to discriminate as a shield that spreads love for the LGBTQ+ community. Reclaiming the very core of the Bible -- love.

Describe the execution (20% of vote)

The verses were carefully selected from the books of the Bible – highlighting some of the most powerful verses in over 20 provocative designs that married LGBTQ+ symbolisms and religious iconographies. The provocative verses were launched on the eve of Pride Month, releasing verse after verse, design after design, week after week on social media platforms. Leading up to the Metro Manila Pride March, where Love Verses Hate designs were turned into parade placards, shirts, and totes, situated and displayed right in the area where anti-LGBTQ+ religious activists stand to discriminate and spread hate. A bold provocative face-to-face confrontation of the LGBTQ+ community and the religious sector.

List the results (30% of vote)

People started using the verses to respond to the controversial anti-LGBTQ+ hate posts by a religious group. Sparking debates and conversations on social media – unfortunately with more hate than love. And then a little miracle happened. On the day of the Pride Parade, different religious groups joined the march with placards of apology to the LGBTQ+ community. A historic moment when love triumphed over hate.