PFLAG Canada tells stories

The not-for-profit uses creative placement of QR codes to drive traffic in its new campaign.

Not-for-profit organization PFLAG Canada (Parents, Families and Friends of Lesbians and Gays), which supports the community around non-heterosexual people, is launching a new campaign in the coming weeks with over half a million dollars of donated media.

Robin Heisey, CCO of Draftfcb says that the campaign, called “Stories” was initially developed as part of its entry at the 2010 National Advertising Awards. After winning, the agency and PFLAG Canada marketing board director Mark Childs decided it should live on as a full-fledged campaign.

The campaign shows QR codes over the mouths of people, like famed Canadian dancer and So You Think You Can Dance Canada judge Rex Harrington, with copy like “I don’t think of myself as gay, I think of myself as…” leading into the QR code which drives to videos on the charity’s website that tell people’s stories, such as one about the child of four gay parents and another about a gay man who donates sperm to have a daughter with a woman.

“The campaign allows people to share their stories and how we are all connected to the issues that lesbians and gay people face,” says Heisey.

The campaign includes print, television, OOH and digital components, all driving to The site launched late last week with 14 authentic, raw LGBTA personal video stories, and the fully integrated campaign runs across donated media from companies including Rogers, Transcontinental, Shaw Media, Bell Media, CBS Outdoor, Astral Outdoor, Pattison and Zoom Media.

Childs describes the poignant and extensive campaign as inspiring and says it’s “completely symbolic of what PFLAG Canada does – creating and supporting community through the simple act of sharing a story, in turn to ‘Inspire Change’.”