COVID-19 plunged the globe into a multi-year pandemic that still continues to this day, meting out devastating repercussions on the international economy and the wellbeing of people everywhere [...]

Purpose The purpose of this paper is to argue that the myriad social forces in El Salvador make it difficult for LGBTQ+ to publicly declare their sexual orientation or name their perpetrators and hence to use the #MeToo hashtag as a leadership strategy of their movement. Design/methodology/approach A qualitative research design was used that included interviews and focus group discussions with LGBTQ+ leaders of organizations and government officials. A descriptive/interpretive approach was used to understand their experiences of being LGBTQ+, leadership approach to gain their rights and knowledge of #MeToo. Findings Although the movement has contributed to the public dialog about sexual misconduct, it has not had an impact on the “coming out” of LGBTQ+ on Twitter, public exposure of offenders, improved treatment of LGBTQ+ or significant changes in employment law for LGBTQ+ Salvadorans. Rather than the celebrity-led #MeToo movement, a continuation of the more grassroots approach that Salvadoran LGBTIQ+ leaders use may more successfully achieve their protection and rights. Research limitations/implications Further research should be completed regarding the impact of leadership on changing the social imaginary and the leadership approach most appropriate for this impact. Social implications The study provides a case to further explore the leadership's role in changing the social imaginary. Originality/value To the best of the authors’ knowledge, this paper is the first to illustrate that #MeToo cannot be successful in all cultural contexts or with all LGBTQ+ communities and that grassroots approaches may be more appropriate in countries such as El Salvador.

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