Loveisloveislove's ("LLL") mandate is support progressive rights through the production and publication of empathetic LGBTQ+ content. We broadly divide our mandate into two distinct, but related, halves.

One half of our mandate is concerned with supporting the LGBTQ+ community by celebrating, recognizing, and validating interpersonal relationships within the community. We take it as self-evident that there are significant psychological benefits to this. We also recognize that mass cultural depictions of LGBTQ+ relationships tend to be either entirely aromantic/asexual, or hyper-sexualized. While there is nothing inherently wrong with either of these two kinds of depictions, it's problematic when they jointly monopolize depictions of the LGBTQ+ community. LoveisLoveisLove then fills an important gap by depicting positive and romantic, but not necessarily sex-oriented, depictions of LGBTQ+ relationships. In doing this, we help bring recognition to the full diversity of the community's experiences.

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LoveisLoveisLove also supports LGBTQ+ rights by trying, to the extent that we can, to broaden the base of support for these rights. We believe that sustainable political progress is rooted in inter-communal empathy. In order for our rights to be truly secure, society needs to see LGBTQ+ people as just that: people. While significant progress has been made in this respect, that progress has been unequally distributed. We therefore focus on getting our content seen by a broad cross-section of society, with a focus on getting our content in areas where LGBTQ+ acceptance is not where it could be. This means, for example, a strategic focus on producing art installations in inner-suburban neighbourhoods. We design our content to be non-aggressive and gentle, with the belief that this approach is less likely to provoke defensive reactions. We want to help people begin to challenge their assumptions about the LGBTQ+ community and start them on the path towards becoming allies.