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This campaign was a simple example of idea generation - how I can develop an idea from a topical piece of news and tie this to a well-known brand and its values.
Following comments made by Australian Rugby star, Israel Folau condemning gay people to 'hell' in a social media post in 2018, I came up with the idea that HELL could take this negative post and turn it into a positive for the LGBTIQA+ community.
HELL took that challenge and produced 3000 tee shirts, in the hope of raising $75,000 for the not-for-profit organisation, RainbowYOUTH.  This campaign received a lot of positive attention for the LGBTIQA+ community and even spawned its own hashtag - #theonlyHELLimgoingto.

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