The Up & Up Group Identity Case Study

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.”

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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.”

View WISH I DID THAT showcase

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

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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