cain&abelDDB partners with LGBTQ+ charity Switchboard, for new awareness campaign 

cain&abelDDB has partnered with LGBTQ+ charity helpline, Switchboard, to launch a brand-new campaign. The campaign is aimed at addressing the questions, no matter how big or small, that some people in the LGBTQ+ community and beyond may have but are too afraid to ask, as well as raising awareness of the charity’s support helpline. 

Personal, unique, and unexpected, each colourful creative addresses a unique and real question that someone may have, with stand-out bold typography and design. The campaign runs across Print, Social and Digital Out of Home (DOOH) sites. The small, yet impactful campaign highlights different questions future service users may find themselves needing Switchboard’s help with.

Switchboard’s General Manager, Stephanie Fuller, said of the campaign: “We are immensely grateful to cain&abel for committing their time and talents to this campaign, which will help raise awareness of our services across the country. Switchboard is the national LGBTQ+ helpline; we handle over 18,000 conversations a year over phone, instant message, and email. Every one of these conversations is unique, and Switchboard prides itself on responding to the changing needs of our communities by providing a service that’s continually evolving and relevant. We hope this campaign will reflect that and enable us to engage new audiences.”

Founded in 1974, Switchboard have been at the forefront of supporting LGBTQ+ communities, providing support and information to millions of people over many years. The Switchboard helpline is a safe space, with their helpline run by committed volunteers who are available to talk about absolutely anything. 

Claire Bowers, cain&abelDDB MD, said: “I’ve always wanted to work with Switchboard and to me this is a really personal campaign. With companies often engaging in corporate ‘rainbow-washing’, it was important that this partnership delivered a committed and effective platform for the charity. I’m particularly proud that the unique messaging allowed us to showcase real, authentic voices from the LGBTQ+ community.” 

Switchboard and cain&abel have also partnered with leading Out of Home media company Clear Channel UK who will be further amplifying the campaign by showcasing the creatives across their LGBTQ+ Socialite network of DOOH screens in queer bars across the UK.


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