First “Shazam-Enabled Story” Radio Spot Completes the Cliffhanger for Parents, Families and Friends of Lesbians and Gays (PFLAG)

draftfcbIn a continuation of the latest PFLAG (Parents, Families and Friends of Lesbians and Gays) campaign, today Draftfcb Toronto will unveil the first radio component of the campaign in support of the non-for-profit organization which shares the inspirational testimonial of a gay woman facing a crisis. This work marks the first time that a story that begins on radio has been completed with mobile video, using Shazam technology to actually scan the dialogue. During any point of the message, listeners use the Shazam App to identify the ad, and to be redirected to a mobile site to view the full video revealing the conclusion of the story teased in the commercial.

The campaigns two additional radio spots, focusing on family tribulations, are set to release next month. Each mobile video leads to stories.pflagcanada.ca, which features real people sharing their own stories and encouraging supportive personal connections. Users can help grow the campaign by uploading their own stories and connect to videos created by their own friends and family. The website currently features 14 personal stories from the LGBT community, including:

  • Rex Harrington, former principal dancer with the National Ballet and guest judge on So You Think You Can Dance Canada
  • Terry Edward Briceland, sewing specialist for HGTV’s Divine Design
  • 12-year-old Bryce, who is being raised by four gay parents: three mothers and one father. Her story is connected to her father Terry Edward Briceland’s video.
  • Jazz, who is featured in our radio campaign, a young gay woman who credits her sister for saving her from a suicide attempt. Her video is connected to a video featuring her partner Nicole.
  • Jennifer, whose grown-up daughter transitioned to become her son.

Campaign Credits

Draftfcb
Chief Creative Director: Robin Heisey
Associate Creative Director: Lauren Miller
Art Director: Elma Karabegovic
Account Director: Cynthia Roach
VP, Integrated Production: Judy Hamilton
Producer: Anna Neilson
Radio Production: Vapor Music

PFLAG
Executive Director: Cherie McLeod

About Draftfcb Canada
With its foundation based upon the equal principles of creativity and accountability, Draftfcb is an integrated marketing communications agency with offices in Toronto and Montreal, the Canadian arm of a network that spans 96 countries and employs more than 9,200 people. It is the first global, fully integrated marketing communications agency to operate against a single P&L. and is driven by The 6.5 Seconds That Matters, an operating system that recognizes the brief period of time marketers have to engage and establish relevance with consumers. The agency is part of the Interpublic Group of Companies (NYSE:IPG), and its leadership team includes Paul Mead, President; John Boniface, Chief Operating Officer; Robin Heisey, Chief Creative Officer; Jean-Francois Giguere, VP Managing Director, Montreal; and Dave Adams, Chief Financial Officer. For more information, visit www.draftfcb.ca.

For media queries, please contact Robin Heisey, Chief Creative Officer at (416) 505-1014 or [email protected].

About PFLAG Canada
PFLAG Canada is the only national organization that provides individual, family and community-based support to anyone with questions or concerns about sexual orientation and gender identity issues. We believe in creating harmony and acceptance by addressing the concerns of the individual and building greater understanding for sexual and gender diversity in the home and wider community. Every day, PFLAG volunteers are contacted by frightened adolescents and by angry, fearful or ashamed parents.

  • 26 percent of LGBT youth are told to leave home
  • LGBT youth are more likely to become homeless.
  • 30 percent of suicides are LGBT
  • 43 percent of trans-identified persons attempt suicide
  • LGBT students hear anti-gay slurs 26 times a day

PFLAG Canada supports, educates and provides resources to anyone with questions or concerns. 24 hours a day, seven days a week.

For media queries please contact Cherie McLeod, Executive Director at (506) 869-8191 or [email protected].

Primary Contact:
Robin Heisey
CCO
Draftfcb
(416) 505-1014
[email protected]