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Ben & Jerry's Campaign for Change Addresses Gay Rights in Russia

By: Laura McQuarrie - Published: • References: benandjerrys & adsoftheworld
In order to inspire change within Russia with regard to its strict anti-gay laws, Ben & Jerry's set up an ice cream campaign that goes above and beyond just trying to sell ice cream.

Since the two names in the brand both belong to males, the ice cream brand created special edition ice creams that featured names of same-sex couples. Since there were no rainbows or any other overt displays of pride, the cartons were able to fly under the radar and could be sold in stores. As well, the Ben & Jerry's Ice Cream for Change campaign included an interactive element that let the LGBTQ community attend pride celebrations all over the world, from the privacy of their own homes. Stats for Activist Ice Cream Campaigns Trending: This Quarter & Buzzing
Traction: 1,007 clicks in 18 w
Interest: 0.5 minutes
Concept: "ice Cream Campaign"
Related: 49 examples / 38 photos
Segment: Males, 12-35
Comparison Set: 18 similar articles, including: classic storybook-inspired sweets, interactive ice cream musicals, and metropolitan-themed ice cream.