Pinnacle Foundation.
Australia’s LGBTQIA+ education charity The Pinnacle Foundation is encouraging parents to talk to their kids about their sexuality and identity in a campaign via Cocogun, UnLtd, and Initiative.
“Parental support is highly important to LGBTQIA+ young people’s wellbeing,” said Pinnacle Foundation marketing manager Tim Lai.
“So, at the core of this ongoing campaign is the encouragement of parents to break through the embarrassment barrier, lean in and have conversations that help create safe, supportive home environments.”
It’s currently running in magazines and newspapers across Australia including Who, Woman’s Day, New Idea, The Daily Telegraph and The Herald Sun.
“Our central aim is to help LGBTQIA+ youth realise their full potential,” Pinnacle Foundation CEO and managing director Andrew Staite.
“That begins with the love, support and understanding of their family. And that love needs to be unconditional. We want to encourage parents to make it clear to their kids that this is the case, no matter what their sexuality or identity is.”
Initiative led the media strategy, channel selection and partner negotiations, delivering scale and impact via 30+ diverse media partners at $0 media spend.
“Most parents will know that sense of nervousness, trepidation and awkwardness that accompanies that moment of knocking on their child’s bedroom door to try and have one of ‘those’ conversations,” said Cocogun creative partner Ant Melder.
“(I definitely do!) With this latest work, we wanted to remind parents that this is normal, but the positive effects that can come from creating a safe, supportive, loving environment make working through the cringe more than worth it.”
UnLtd impact account director Kath Solly said this is another inspiring chapter in a powerful partnership between ourselves, Cocogun, Initiative and The Pinnacle Foundation.
“With every burst of activity, we’re spreading the message further, encouraging more awkward conversations, and aiming to change the lives of young LGBTQIA+ people for the better,” said Solly.
Initiative head of impact Danielle Galipienzo said this campaign just goes from strength to strength.
“As ever, we’re honoured to support The Pinnacle Foundation and help change hearts and minds with this all-important message,” said Galipienzo.
CREDITS
Client: The Pinnacle Foundation
CEO and Managing Director – Andrew Staite
Marketing Manager – Tim Lai
Social impact partner: UnLtd
Director of Impact – Jade Harley
Impact Account Director – Kath Solly
Creative agency: Cocogun
Creative Partner – Ant Melder
General Manager – Emily Hahn
Design Director – Chris Clausen
Media agency: Initiative
Group Business Director & Head of Initiative Impact – Danielle Galipienzo
Comms Design Manager – Joe Douglas
Investment Manager – Ashutosh Matai
Investment Associate – Kunal Mulani
Investment Associate – Max Rasmus
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