Out of the Closets and Onto the Phone: Using Mobile to Fight Homophobia and Support the Lesbian, Gay, Bisexual and Transgendered Community.

This case study examines how PFLAG - Parents and Friends of Lesbians and Gays - used mobile to raise funds in order to provide more support for the families of Canadian LGBT youth.

Out of the Closets and Onto the Phone: Using Mobile to Fight Homophobia and Support the Lesbian, Gay, Bisexual and Transgendered Community.

Robin Heisey and Cynthia Roach DraftFCB, Canada

Introduction

As an integrated advertising agency dedicated to channel agnosticism, DraftFCB has always looked at mobile technology in a broader context of the overall messaging and user experience. In 2011, the organization recognized an opportunity to put this approach to work for an important social cause when we joined forces with the Parents, Families And Friends Of Lesbians And Gays (PFLAG) Of Canada. PFLAG is Canada's only national...

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