Edinburgh, Scotland – March 18, 2024 — Shape History, in collaboration with LGBT Health and Wellbeing, launches a poignant initiative to combat conversion practices targeting the LGBTQ+ community in Scotland. The campaign coincides with the Scottish Government’s Consultation into “Ending Conversion Practices.”

From today, Shape History and LGBT Health and Wellbeing will take over Scotland’s largest outdoor digital screen at Picardy Place, Edinburgh, to tell people “You Are Loved.” “You Are Worthy.” “You Are Enough.“ 

LGBT+ Conversion practices, also known as “reparative therapy” or “gay cure therapy,” have been a persistent issue impacting the mental and physical health of individuals in the LGBTQ+ community. Despite strides in societal acceptance, these harmful practices persist, leaving lasting scars on those subjected to them.

The campaign harnesses the power of vivid, affirmative messaging, encapsulated in bright, bold posters, to counter the damaging narrative of LGBT Conversion Practices with a resounding declaration of love, worthiness, and self-acceptance.

Matthew Hyndman, Creative Director at Shape History Scotland, has fervently championed the cause against conversion practices. Leveraging both personal insights and professional acumen, Hyndman has spearheaded numerous initiatives aimed at raising awareness and providing support for LGBTQ+ individuals. When discussing the design process, Hyndman emphasised:

“We aimed for the ads to be unmistakable – big, bold, and powerful. The focus should be solely on the words and the message they convey. Conversion practices aim to undermine the very essence of one’s identity, perpetuating harmful stereotypes and causing immense psychological distress. It’s time to challenge these damaging narratives and support those in need.”

Matthew Hyndman, Creative Director at Shape History Scotland

Supported by funding from the Scottish Government, LGBT Health and Wellbeing has expanded its helpline services to include dedicated support for individuals impacted by conversion practices. The organisation aims to provide a safe space for those affected to seek guidance and support through additional training for helpline staff and targeted advertising efforts.

The Scottish Government’s consultation into ‘Ending Conversion Practices’ is currently open until 2nd April gathering a wide range of views from the public to help inform a legislative ban.

“It’s crucial to recognise that conversion practices exist within our communities and take various forms, including verbal abuse, coercion, and even sexual assault. Our helpline offers a lifeline to those who may feel isolated or distressed, reaffirming that they are valued and accepted.“Shape History and LGBT Health and Wellbeing have partnered with JCDecaux Community Channel to deliver this campaign. The campaign will run on large format digital screens across Edinburgh.”

Mark Kelvin, CEO of LGBT Health and Wellbeing Scotland

For press enquiries please contact Nuala Ginty at Shape History.

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