Toronto Pflag's new poster asks students to see things differently when it comes to their LGBTQ classmates. The #WhatMatters poster begins with the words Lesbian, Gay, Bi-sexual, Trans, Straight, Queer, Two-Spirited in rainbow stripes, but when students take a flash picture with their smartphone cameras a new set of words appears beside them: Partner, Teammate, Buddy, Friend, Ally, Supporter, BFF.
The amazing team at J. Walter Thompson Canada created the posters and special printing technique pro bono, and our longstanding sponsors at BMO Financial Group helped cover the printing costs. Special thanks to our friends at the Toronto District School Board for their support in sharing this important message.
Adweek: LGBTQ posters in toronto schools send messages of love in the flash of a camera phone(Jan. 22, 2016)
Strategy: Pflag sheds light on labels (Jan. 22, 2016)
Towleroad: Smartphone-activated posters celebrate gay pride at Toronto schools (Jan. 22, 2016)