In order to draw attention to the persecution and oppression of homosexual people still prevalent today in more than 70 countries around the world, the Serviceplan Group, together with VANGARDIST Magazine and the Mauthausen concentration camp memorial site in Austria, launched the “Pink Triangle” movement and campaign. During the Nazi era, homosexuals were held prisoner in concentration camps and were forced to wear a triangular fabric patch, the so-called Pink Triangle, as an indication of their sexual orientation.
The campaign gave the Pink Triangle a new form and meaning: the former symbol of death was transformed into a window of hope. What used to be a death sentence became a sign of pride.
The new symbol was used on television, in a special print edition of the VANGARDIST magazine and on posters with controversial headlines. The campaign generated a total of 410 million media impressions and triggered a global discussion. On the campaign website www.pinktriangleissue.com, people could join a unique petition calling on the United Nations to include the rights of people from the LGBTQI+ community in Article 2 of the Universal Declaration of Human Rights. With success: The UN finally took a stand to strengthen the rights of members of the LGBTQI+ community.