PFLAG Canada: Stories to inspire change

Category: LGBT Community
Brand/Client: PFLAG Canada
Lead Agency: Draftfcb

State of the brand's business

Despite Canada's equality rights and the growing acceptance of LGBT diversity, many families still feel isolated when they or someone they love comes out. In fact, 50% of LGBT youth feel uncomfortable talking to their parents1, and when they do, 26% are told to leave home2. Even more troubling - 30% of all teen suicides are from the LGBT community3. Over the last few years, statistics like these have moved PFLAG (Parents and Friends Of Lesbians and Gays) into action.

PFLAG support groups have allowed people to share their stories to provide support anywhere they can: in church basements, living rooms and coffee shops. With only one paid employee and no marketing budget, PFLAG hadn't been able to extend that support through media channels. But with a recent rash of gay teen suicides in Canada, the time had come to bring these personal conversations to a broader audience.

Strategic challenge