3M, maker of Command Strips, Post-it notes and dozens of other consumer products, gives the parents of LGBTQ individuals a chance to share their unique perspective in this video for its #ParentsComingOut campaign, made for nonprofit advocacy group PFLAG.
Coming out can be a scary, awkward and intense process for LGBTQ teens and adults, and most media representation of it is rightfully centered on them. To offer a different vantage point on the subject and engage a new audience, PFLAG’s video, from Minneapolis agency Colle McVoy, puts the focus on the parents and families of LGBTQ folks.
Some of them admit they weren’t as understanding as they could have been when their kids came out to them. Others were scared for their kids, and what being gay meant for their lives. But now, eight months into the darkest timeline that is 2017, they all agree that they need to be outwardly supportive.
In a sense, they have to come out themselves as the proud parents of LGBTQ children, which is the entire point of the #ParentsComingOut campaign.
The second half of the video shows a Pride display where parents wrote uplifting messages to their LGBTQ kids. That public display of support can, in the campaign’s words, “help others be fearless,” and makes a huge impact on the lives of LGBTQ youth. More important, it mobilizes parents—who are often portrayed as a neutral or hostile entity—in a positive and helpful way, and gives them a stake not only in their kids’ lives but in the LGBTQ community as a whole.
Clients – 3M & PFLAG
Agency – Colle McVoy