For Pride Month, Gay-Youth Group Takes to Times Square

Empowerment, awareness and fundraising, all on a giant billboard

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New York's Hetrick-Martin Institute, an advocacy group for at-risk gay youth, is marking Gay Pride Month in about as prominent a way possible: with a video billboard in Times Square showcasing the LGBTQ teens it serves.

The four-level "spectacular"—the term of art for giant, lighted Times Square billboards—is atop the American Eagle Outfitters store at Broadway and West 46th Street. American Eagle is donating one minute of time every hour on its 15,000 square feet of LED screens, and HMI decided to build an awareness and fundraising campaign that depicts gay teens holding signs with empowering messages.

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