Previdar ‘Show Ghana Love’

THE ONE SHOW AWARDS
Winner

AWARD YEAR
2026

AWARDED
15 May 2026

ENTRANT COMPANY: The Odd Number

MERIT:
Social Media | Social Media for Good

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THE CLIOS
Bronze Winner

AWARD YEAR
2026

AWARDED
20 April 2026

ENTRANT COMPANY: The Odd Number

CATEGORIES
Bronze: Public Relations | Public Affairs
Bronze: Public Relations | Use of Talent & Influencers

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WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Melusi Mhlungu

AWARDED
10 December 2025

JUDGES COMMENT
“This is such a brave piece of work, beautifully executed. It achieved exactly what it set out to do, getting the the outrage, creating the right conversation which made the idea even stronger.”

View WISH I DID THAT showcase

WISH I DID THAT
Judge’s Pick

IDIDTHAT JUDGE
Toni Hughes

AWARDED
10 December 2025

JUDGES COMMENT
“Real bravery. It’s rare to see work that feels both unapologetic and beautifully human. Love is love.”

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PROBLEM: Ghana is on the verge of signing the anti-LGBTQIA+ bill into law. If passed, the bill will criminalise queer identity with up to three years in prison and punish allies with up to five. But even before its formal adoption, hatred toward queer people has been normalised – dismissed as a “Western export” to Ghanaian society. As a result, queer Ghanaians have been excluded from safely participating in a conversation that aims to legislate them out of existence. They’ve been forced into silence due to fear of persecution and violence.

SOLUTION: During Pride Month, Previdar used its platform to stand in solidarity with Ghana’s queer community. Recognising the injustice not as outsiders or saviours, but as Africans who understand what it means to live in fear and fight for spaces of safety. We wanted to lift the veil of silence surrounding the anti-LGBTQIA+ bill. To spark a louder conversation, we partnered with an influencer couple, Lue and Rue, to launch #ShowGhanaLove. A campaign aimed at stopping the bill from being signed into law. EXECUTION: Show Ghana Love captured queer love and affection at Ghana’s most iconic and sacred landmarks. It was an act of defiance, meant to break the silence around the oppression and silencing of queer people in Ghana. The photos went live and viral on Instagram and TikTok. With esteemed publications like NativeSon, GQ, Queerty picking up the story.

IMPACT: #ShowGhanaLove sparked outrage and debate at the highest levels of power. The Director of Diaspora Affairs in the President’s office condemned the campaign. MP Sam George called it a “desecration” of national landmarks. Police called for Lue and Rue’s arrest. The campaign created so much pressure that Ghana abstained from a key UN vote on LGBTQIA+ rights just two weeks later. Marking a departure from its previous voting patterns. The anti-LGBTQIA+ bill was also stalled.

RESULTS:
$1.2 Million in Earned Media
222 Million Global Impressions
60% Increase in Traffic to the Previdar Website
71% Positive Sentiment

SYNOPSIS: While many African countries are slowly becoming more accepting of LGBTQIA+ people, Ghana is moving backwards. The proposed “Family Values Bill” would criminalise queer relationships. It would also punish people who support LGBTQ+ individuals. Many queer Ghanaians already hide who they are to stay safe. They live with fear every day. If this bill passes, the situation will get worse.

Previdar, a South African platform that celebrates queer African identity, refused to stay quiet. When love is being silenced, the most powerful response is to show it. So during Pride Month, we launched #ShowGhanaLove. We partnered with a popular queer South Africa couple, Lue and Rue and travelled to Ghana to show the country queer love. 

Lue and Rue’s photos of love-bombing Ghana went live on Instagram and TikTok. A Ghanaian employee in The Diaspora Affairs office, picked up the story and the couple’s content went viral. Lue and Rue showed their love in front of Ghana’s most iconic and heavily monitored landmarks of freedom and independence. They love-bomb Black Star Square, Kwame Nkrumah Memorial and Usser Fort. 

We worked with LGBTQ+ organisations in Ghana and South Africa to ensure Lue and Rue stayed safe during their mission. Some Ghanaian political leaders criticised the couple’s arrest. Yet, many queer Ghanaians reached out to thank Lue and Rue’s brave act. Some even mentioned that it was their first time seeing two queer people show love openly in their country.

With less than $15,000 in PR spend, the campaign generated $1 million in earned media. 

A few weeks after the campaign went live, the UN held a meeting to renew the mandate that reaffirms a global commitment to safeguarding the rights of individuals of diverse sexual orientations and gender identities. In a surprising move, Ghana chose to abstain from the vote. A sign that the country is moving toward change.

Client/Brand: Previdar
CMO or Marketing Director: Sheila Afari

Agency: The Odd Number
Managing Director: Taryn Coetzee, Sinqobile Mjali
Chief Creative Officer: Sbu Sitole
Creative Director: Neema Nouse
Art Director: Sibuyiselwe Nhlangwini
Producer: Leigh Visser
Animator: Simone De Ruyck
Editor: Tertio Esterhuysen
Photographer: Sibuyiselwe Nhlangwini
Account Management: Masibulele Hlwatika
Strategist: Rayhaan Mehtar
Writer: Tebogo Kgapola

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