Community Support Campaign
Taking a stand for LGBTQ+ rights.
In 2017, the federal government began rolling back LGBTQ+ protections. It was crucial to take a stand as other diverse communities would soon be under threat. The perfect time to take a stand. To show the strength of being proud. We partnered with four key LGBTQ+ organizations GLSEN, The Trevor Project, Point Foundation, and SAGE to put money behind the movement for equal rights.
The Brief
Convince ethnically diverse, (mostly) millennial, LGBT customers, prospects, TM’s, and allies who may be feeling anxiety knowing this community’s progress could be reversed that visiting our landing page will connect them with inspirational stories about the LGBT community because now more than ever, the LGBTQ+ community needs support and allies.
Insight
There is fear in the LGBT community that the hard-won gains of the past few years will be reversed and protections eliminated. The need for allies is more important than ever, and the community will continue to favor companies that support the issues that are important to them..
Idea
This concept invites our LGBT community to stand together with us. By supporting the tireless efforts of organizations such as GLSEN, The Trevor Project, Point Foundation, and SAGE, we can continue to make better happen for this segment.
Impact
Measurable uptick in social engagement and overwhelming email opens. Add to that the reassurance that internal creative teams can rise to the creative challenge with external agencies.
Role
Concept, script, writing, production oversight
Partners
Ellen Mann, Steve Canine. George, Szakall,