Background

The United Nations Development Programme has found that in places where it seems like LGBTQIA+ individuals are fine, they are actually experiencing tolerance – not inclusion. People might seem okay with LGBTQIA+ individuals, but their words and actions are actually hurtful. “The most common experience of discrimination was being told to watch your appearance or the way you speak or act.” We wanted to condition people’s minds towards unconditional acceptance at heart. And continuously be an advocate of the LGBTQIA+ community. In a way that was very rooted and personal, but hopefully adaptable across different markets.

Describe the cultural / social / political climate in your region and the significance of your campaign within this context

The Asia-Pacific Social Science Review has found a range of “acceptance” of homosexuality in the region, with the most homonegative attitudes in Indonesia (66%), and the least in the Philippines (28%). But even in the most seemingly LGBTQIA+-friendly country, The United Nations Development Programme’s “Being LGBT in Asia: The Philippines Country Report” notes that “Cultural and social attitudes towards LGBT people are complex, with signs of acceptance, particularly among the young, but questions of whether that acceptance is based on LGBT Filipinos conforming to stereotypes.” The United Nations Development Programme’s conclusion is that in places where it seems like LGBTQIA+ individuals are fine, they are actually experiencing tolerance – not inclusion. Any actions to address this needed to be done carefully, listening to where both parties are coming from and encouraging dialogue. Because the sense of pride and shame in Asia Pacific is very strong. And, for a culture that would rather not talk about these things, the anonymity of The Unlimited Love Language helped foster conversations that people would not have been comfortable having normally.

Describe the creative idea

To listen to where both parties are coming from, and encourage dialogue, we launched an unbranded platform where 1) LGBTQIA+ people could talk about well-meaning but hurtful things they’ve heard, and suggest what can be said instead; and 2) straight people could browse and learn without being shamed, and anonymously ask if certain things they’re used to saying are actually limited love to the ears of LGBTQIA+ people. This website was meant to be a therapeutic outlet for LGBTQIA+ people to express discomfort with words of limited love that have been normalized, and a helpful tool for straight people to unlearn any hurtful words and learn to express unlimited love. Every single bit of text on the website was by a helpful LGBTQIA+ person, or a wanting-to-be-better straight person. Led to the website by posts and films that talked about how LGBTQIA+ people’s feelings should be listened to.

Describe the strategy

We combed through different studies on LGBTQIA+ issues in Asia Pacific. Focusing most on the research of the United Nations Development Programme. They found that even where LGBTQIA+ individuals seem fine, they are actually experiencing tolerance – not inclusion. “The most common experience of discrimination was being told to watch your appearance or the way you speak or act.” Through a Philippine consumer study, and multiple discussions between LGBTQIA+ people and allies, we came to the conclusion that fumbling “allies” don’t mean any harm. They just don’t know better, as they’ve grown up in a heteronormative society. To take people from tolerance to acceptance, we needed to show what limited love looks like in a personal and non-accusatory way. And offer better samples of unlimited love, in a helpful and educational way. If we truly wanted to condition people’s minds towards unconditional acceptance at heart.

Describe the execution

The website went live on June 1, 2021. (Social posts and films promoting it started before then.) And while Pride Month ended on June 30, 2021, the website is still up and open to anyone who wants to either learn or teach The Unlimited Love Language. The Unlimited Love Language launched in countries with different levels of tolerance, because even when it’s not illegal, regressive cultural mindsets can seriously hurt LGBTQIA+ people. In extreme Indonesia, persecution still includes “corrective rapes.” In not-as-extreme India, LGBTQIA+ relationships are still not embraced. In “accepting” Philippines, LGBTQIA+ people are still seen as other. The website’s important educational role has since reached far beyond those countries. The website has now been engaged with by 52 countries – including more progressive places. Showing that the need for better dialogue and learning how to love unlimitedly is relevant across different places that have different levels of tolerance.

Describe the results / impact

Every bit of text on the website ended up being by a helpful LGBTQIA+ person, or a wanting-to-be-better straight person. Important local LGBTQIA+ influencers shared their perspectives, gave helpful tips, and led more people to engage with the website. One of Asia Pacific’s leading LGBTQIA+ production companies helped to promote the website too. On the other side, the effort was brought up and discussed in family-oriented groups and work groups – the main sources of the limited love that people hear every day. For a culture that would rather not talk about these things, the anonymity of The Unlimited Love Language (people could engage with it using whatever name they were comfortable with sharing) helped foster conversations that people normally would not have been comfortable having.