All Out describes itself as a merger of two non-profit organizations created to “…build a world where no person will have to sacrifice family or freedom, safety or dignity, because of who they are or whom they love”. They do it by using social media to change minds and ultimately challenge the law in the 76 countries where it’s currently a crime to be openly LGBT.
So think of it as a gay-centric Upworthy.
Today our sister site AgencySpy featured the two-minute PSA that forms the crux of the org’s latest campaign, and it’s worth a teary watch:
So how will it work?
All Out runs 60 campaigns a year and measures success by following the responses to each message. Their point: most of those who engage with the group’s content are straight, and the growth of the movement reflects a changing attitude toward LGBT individuals wherever that content sticks.
Will their message reach the Russian government in time to make the Sochi Games less unpleasant for anyone who doesn’t happen to be heterosexual? Almost certainly not. But it’s encouraging nonetheless.