Coming out isn’t easy. Freestyle skier Gus Kenworthy shared his personal experienced when he publicly came out as gay in an interview with ESPN. Regardless of what he expected, his message was received well by his fans and family who were very supportive of the slopestyle champion. Unfortunately, not every gay person has this kind of luck. Many of them are still bullied or mocked because of who they really are.

If it were for you to be a gay person who finally decides to reveal his or her sexuality, how would you embrace it in front of your friends and family? What would your “coming out” be like? Now, imagine that you’d be doing this with the help of a special bag. What would you carry in it? Would it be glitter, a rainbow flag, and a bottle of champagne to celebrate the moment? Or would you bring some more serious stuff like a cardboard with an LGBTIQ+ message on it?

AMV BBDO ad agency and British charitable organization The Outside Project went out to London’s streets during the London Pride to find out what people would wear in their “Coming Out Kit.” Apparently, glitter and confetti were the most obvious answers.

Regrettably, for 1 in 4 homeless people who identify themselves as LGBTIQ+ members, that’s not an option. They would probably also enjoy some ‘glitza-glitza’ but they understandably rather opt for something more useful. Like a sleeping bag. Or a pair of warm socks. Or a wooly hat. Basically, anything that would keep them warm while wandering around London’s cold streets. A kind of kit that shouldn’t exist. But sadly, it does.

Crafted by the London-based agency, the kit is as real as it gets and was put together with the sole purpose of highlighting an issue that most people don’t think exists: homeless gay people that are bullied because they chose to show the world who they really are.

“Pride London has come and gone, but not everyone could go home afterward. As well as celebrating the achievements of the movement, we need to acknowledge that too many people still end up on the street just for being who they are,” said Gina Kelly and Olga Pope, the creatives behind the heartbreaking concept.

Each of the items from the Coming Out Kit is embedded with a quote coming from the life experience of an LGBTIQ+ person. “My first same-sex relationship turned violent and there was no refuge to go to;” “I spoke to my boss about being bullied since coming out as trans. He told me to ‘man up’ and laughed” are just a few of the ideas that run through these products’ visual DNA.

The Outside Project does its best to help such people live a better life. In partnership with Stonewall Housing, the NGO will launch a shelter—the first of its kind in the UK—where vulnerable LGBTIQ+ people can live in harmony. Funded by the Mayor’s Rough Sleeping Innovation Fund, the community center will offer 24/7 support for those who need it the most. Besides the center, the charity plans to open pop-up businesses and services and a co-working space.

The campaign is supported by a film, courtesy of AMV BBDO, which also prepared a virtual shelter for the project. The comingoutkit.com introduces an online portal that hosts the kit and enlists all of its depressing contents. At the end of the online experience, you’ll be directed to The Outside Project’s website. Also, you will be presented with a donation option and a list of support services.

“The Coming Out Kit demonstrates the unique and additional struggles faced by our community that lead to crisis and homelessness. Thank you to the artists, activists, sector and LGBTIQ+ homeless community for inputting to the development of the project. We are currently looking for an appropriate space and additional funding for this innovative and much-needed project to begin,” says Carla Ecola, The Outside Project’s Founder and Director. So, what are you waiting for? Go get your Coming Out Kit and help the community!

Credits:

Project: Coming Out Kit

Client: The Outside Project

Agency: AMV BBDO