Rainbow Railroad: Planting Seeds of Change
Awards: 🏆 Titanium (Best Overall) | 🥇 Gold (Best in Agency)
The Challenge: Raise awareness and active support for Rainbow Railroad, a global non-profit helping LGBTQI+ individuals escape state-sponsored violence, by tackling a heavy, urgent human rights crisis that is too often ignored by the public and mainstream media.
The Solution: Make the invisible impossible to ignore. I co-created an integrated, high-impact guerrilla campaign centered around the resilient gladiolus flower to symbolize the strength of the community. We staged massive, vibrant "flower drops" outside iconic public landmarks and government buildings to spark immediate public conversation and media coverage. To expand the narrative across channels, we designed a multi-tier donor loop: everyday supporters received a digital artwork print, while major contributors were sent physical bulbs to plant, turning an environmental stunt into a literal, growing network of global solidarity.
The Solution: Make the invisible impossible to ignore. I co-created an integrated, high-impact guerrilla campaign centered around the resilient gladiolus flower to symbolize the strength of the community. We staged massive, vibrant "flower drops" outside iconic public landmarks and government buildings to spark immediate public conversation and media coverage. To expand the narrative across channels, we designed a multi-tier donor loop: everyday supporters received a digital artwork print, while major contributors were sent physical bulbs to plant, turning an environmental stunt into a literal, growing network of global solidarity.
My Role: Ideation, Art Direction/Design & Video Editing
Collaborators: Alexander Grella, Pura Varatharajah, Bronwyn Keith & Ethan Bryce
Collaborators: Alexander Grella, Pura Varatharajah, Bronwyn Keith & Ethan Bryce
