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So f*cking proud!


As if getting 27 Kiwi celebs to swear on camera in the name of equality wasn’t enough, the WTF campaign is back for a second round of not pulling any punches and calling bullsh•t on inequality.

Originally launched with a star-studded video in May 2012, WTF is spearheaded by youth-run, youth-led organisation Rainbow Youth. The viral campaign is a conversation starter around sexuality and gender discrimination in Aotearoa

New Zealand, framed through thought-provoking — and sometimes controversial — statements.

Today’s relaunch kicks off the February Pride season with a bold new statement, SO F•CKING PROUD, and a brand-spanking new website to match at
WTF spokesperson Aych McArdle says Rainbow Youth is making no excuses for continuing its audacious use of language.

“The campaign message need to be this strong in order to really change attitudes and behaviours,” they said.

While talking about equality and discrimination is key, WTF is also a proud and loud call for donations. Young people are brave and courageous but Rainbow
Youth needs your support to keep supporting them.

McArdle says February is a perfect time to reignite this cause. “Too many young queer and trans* people are still being bullied and that’s not right – we all deserve to be f•cking proud of who we are.

So we’re asking questions and making our voices heard and what better time to do that than during a month dedicated to Pride and community building.”

McArdle says WTF’s donation ask of $5 per month will help Rainbow Youth give queer and trans* youth across Aotearoa New Zealand the support they need to celebrate pride too.

During Auckland Pride Festival WTF will be launching several initiatives. Watch out for posters, photos, viral social media campaigns and surprising videos all with WTF’s signature new rainbow-flavoured look and unique calls to action.

The revamped website — which went live today — is designed by digital designer and art director Theunis Groenewald, of advertising agency Consortium. It’s a vibrant and fresh shake up of the original site that retains the campaign’s core messaging.

“We’re taking all the elements of WTF and dressing them up to be on par with other international campaigns like NOH8 and FCKH8 and that’s something to celebrate!”


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