Our goals were to drive awareness on an underlying issue within the LGBTQ+ youth and increase support for the Rose Dynasty Foundation.
The campaign's overall tactic was to deliver our messages in an unexpected way. We achieved this by creating a social film that appeared to be a video chat, disguising brochures as failing report cards, and creating posters that show the realities of homeless LGBTQ+ youth. The biggest challenge we faced was how we approached the campaign’s overall tone given the sensitive subject matter. By using our researched stats and insights, we were able to create a tone that was creative and impactful.
We brought awareness to the issue and support for the Rose Dynasty by having our campaign featured on Little Black Book, The Drum, Ads of the World, and AdAge. On social media it received 52,326 impressions and 48,733 reach.
