The concept is “Be Who You Are”. The LGBT+ atmosphere in South Africa is still far from equal and there are still lots of hate crimes and stigmas causing people to fear coming out or feel that they have no one to talk to. This campaign focuses on the notion that no one is like you, no one must dress like you. The strategic direction consists of a Facebook page and an app that has a forum where you can meet people to talk to and ask questions about the LGBT community such as wrapping, queer fashion and more. 

The Be Who You Are App is an app that is launched during Pride month as a show of solidarity toward the LGBT+ community - specifically in South Africa. The aim of the app is to provide a place where young and old LGBT+ members can discuss issues that aren't normally accepted amongst the people that surround them, all things queer fashion and fashion can also be discussed in a safe space. The app is advertised through a series of sponsored posts and a campaign around the app and Pride month shows social media posts telling stories of people from the community and also educating others about the LGBT+ community. Careful attention was paid to the tone of the Fix, which is a youthful brand using much slang and jargon.