In honour of National Coming Out Day on October 11, Egale – Canada’s leading organization for LGBTQI2S people and issues – worked with Cossette and Cossette Media to give three Canadians the opportunity to come out in a bold and unforgettable way: on giant billboards across the Greater Toronto Area.
The campaign, entitled Coming Out Loud, ran from October 5 to 11 and celebrated those who had decided to come out to a loved one, while raising awareness around the difficulties of coming out as part of the LGBTQI2S community. To share this important message, Cossette created billboards, which included each participants’ coming out story; as well as micro-sites, which directed to behind-the-scenes videos and Egale’s educational resources.
“Creating content around sensitive topics is often a challenge, and coming out as part of the LGBTQI2S community is a difficult topic to breach,” said Craig McIntosh, Executive Creative Director at Cossette. “It’s not everyday where we can help someone come out to their loved ones, and if this work was able to help even one person find the strength and live their truth, we view it as an overwhelming success.”
To bring the campaign to life, Cossette Media enlisted help from Pattison, Outfront, UB Media, AllVision and Bell Media to strategically place the billboards in areas where the participants’ loved ones would be sure to see them. Additionally, the integrated campaign amplified the story through Social Media, Influencer Relations and Media Relations.
“Everyone has a unique experience and set of circumstances that determines how they live as their authentic self,” says Helen Kennedy, Executive Director at Egale. “Coming out to your loved ones is never a one-size-fits-all process, and the aim of this campaign was to not only celebrate those that decided to come out, but to signal to the community that Egale is here to support those who need it.”
CREDITS
Clients: Egale Canada
Executive Director: Helen Kennedy
Director, Communications and Public Relations: Jennifer Boyce
Digital Marketing Coordinator: Jonathan Cafarelli
Agency: Cossette
Global Chief Creative Officer: Peter Ignazi
Executive Creative Director(s): Craig McIntosh, Jaimes Zentil
Creative Director(s): Julia Morra, Anthony Atkinson
Senior Art Director: Anton Mwewa
Senior Copywriter: Alexandra Bonder
Creative Director, Design: Mark Neil Balson
Studio Director: Dawn-Marie Mills
Business Director: Kylie Pinder
Account Executive: Vallerie Traitses
Senior Strategist: Chelito Rubio
Vice President, Marketing and Communications: Stacey Masson
Manager, External Communications: Justin Furman
Public Relations Project Manager: Christine Achampong
Community Manager: Rachel Ruby
Media: Cossette Media
Strategy Director: Alessia Grosso
Director Connections Strategy: Tim Beach
SVP Buying: Diane Devries
Production House: Soda
Producer: Haley Stefan
Director: Nick Hall-Wood
Editor: Mike Colangelo
Production Assistant: Christian Byrne
Production Assistant: Scott Savoy
Sound Recordist: Nathan Street
Production House: Westside Studio
Photographer: Nikki Ormerod
Producer: Christa Michelle
Digital Tech: Bryan Ulrich
Camera Assistant(s): Peter Olson and Yann Garcia
Set Designer: Caitlin Doherty
Hair/Makeup Stylist: Taylor Savage
Casting: Milo Casting
Editing House: Rooster
Editor: Christina Humphries
Producer: Alanna Homuth
Audio House: Berkeley Inc.
Creative Director: Jared Kuemper
Executive Producer: Tyna Maerzke
VFX: The Vanity
Producer: Kayla Baxter
Flame Artist: Kaelem Cahill
Source: Cossette
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