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


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 organization that helps those who are struggling with issues of sexual orientation and gender identity. Since 2003, the name "PFLAG" has been officially designated as only a name and not an acronym, in order to stress the organization's inclusiveness for those who identify as bisexual, transgender, transsexual, two-spirit, intersex, queer, or those who are still questioning their gender identity and/or sexual orientation. It supports, educates and provides resources to parents, families, friends and colleagues with questions or concerns. While DraftFCB had not previously worked with PFLAG, the company had long-been a prominent supporter of workplace diversity in general, and LGBT support in particular, so the partnership was a natural one.