Description
To mark the 20th anniversary of equal marriage in Spain, The Spanish State Federation LGTBI+ has launched the third edition of The Daily Hate (Odio Diario) - a newspaper that denounces hate speech and violence towards the LGBTI+ community.
This initiative, developed by the creative agency We Are Social in Madrid, was launched on May 17th - the Day Against LGBTIphobia - to bring light to the fact that hate speech and attacks against the LGBTI+ community still take place despite the progress of the last two decades.
This year's edition compares hate speech in 2005, the year same-sex marriage was approved, to that of 2025. A magazine-style section includes news stories from 2005 that contrast with recent headlines, demonstrating that hateful rhetoric persists two decades later, affecting the safety and dignity of the LGBTI+ community.
The newspaper was distributed at various key locations in central Madrid and at a press conference organized by the State LGBTI+ Federation alongside the results of the study "State of Hate: LGBTI+ State 2025", prepared in conjunction with the consultancy firm 40dB. The report reveals an alarming increase in physical or verbal attacks against LGBTI+ people, which have risen from 6.80% in 2024 to 16.25% in 2025. This translates into 812,000 people attacked in Spain last year.
The Daily Hate was also distributed widely online, allowing people to share excerpts from the newspaper on social networks to amplify the message and generate conversation around the urgent need for a State Pact against Hate Speech towards the most vulnerable groups.
To learn more about the campaign, read the full diary, or sign the State Pact, visit: felgtbi.org/odiodiario
This professional campaign titled 'Daily Hate' was published in Spain in May, 2025. It was created for the brand: Spain State Federation of LGBT+, by ad agency: We Are Social. This Integrated medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 6 months ago.
Credits
Agencia: We Are Social Spain
Advertiser: FELGTBI+
Sector: ONGs
Title: "Daily Hate"
Product: Campaign Against LGTBIphobia
Client: Estefania Rosello, Montse Ramirez
Managing Director: Alberto Pachano
Account Director: Sara Rodriguez
Account Executive: María García
General Creative Director: Paulo Gonzalez
Creative Supervisor: Beto Arribas
Creative team: Laura García, Marina Mesa
Art Team: Celia Navalón
Production Company: EmaxFilms
Director: René Dulcey