The Elton John AIDS Foundation has teamed up with OOH media company Clear Channel UK, and creative agency Ogilvy to launch a fundraising LGBT-QR Code campaign.
An instantly recognisable image of Sir Elton John has been transformed into an LGBT-QR Code – a new fundraising technology that turns ‘functional monochrome QR codes’ into picture-like design icons.
The digital-out-of-home (DOOH) campaign is set to debut alongside Pride march routes in European cities this summer.
Once members of the public scan the image, the technology will take users to a donation page for the AIDS charity.
The news comes as many other brands look to celebrate Pride Month by collaborating with members of the LGBTQ+ community. Earlier this week, McCain recruited RuPaul’s Drag Race UK star Baga Chipz as its latest creative director.
READ MORE: Pride Month: Why brands are embracing the stars of RuPaul’s Drag Race UK
“Elton’s face has appeared on album covers, tour posters and all sorts of fabulous merchandise – but a QR code is certainly a first!” Elton John AIDS Foundation chairman, David Furnish, said.
“With the support of Ogilvy UK and Clear Channel, we are thrilled to have been able to create a meaningful and purposeful fundraising platform in celebration of Pride month that drives the Foundation’s mission forward in overcoming stigma and hate.”
Anne Aslett, CEO of the foundation, also stressed the importance of spreading the Foundation’s mission to reject discrimination in all its forms so that LGBTQ+ human rights are respected.
Clear Channel claims it has left “tokenistic support messages” behind with this campaign that intends to turn thousands of digital Out of Home screens into donation touchpoints, “aligning allyship and fundraising through one simple platform.”
Ogilvy UK strategic partner Matt Waksman added: “While the pandemic normalised QR codes, we saw an opportunity to use creativity to transform a traditionally functional format into a new fundraising platform. Who better to partner with than one of the world’s most recognised LGBTQ icons, Elton John?”
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