TORONTO, ONTARIO--(Marketwired - April 29, 2014) -
Editors Note: There is a photo associated with this Press Release.
FCB Toronto today announced the launch of a new integrated campaign on behalf of PFLAG Canada (Parents, Families and Friends of Lesbians and Gays) to support the country's transgender community. Campaign elements include TV, web video, print, radio and a new website themeinside.ca.
"Transgender issues are often overlooked in today's society and sometimes not fully recognized within the LGBT community," said Robin Heisey, FCB Toronto's Chief Creative Officer. "This advertising aims to bring long-needed attention to the struggles that the trans-community faces, and to help more people become aware that these are struggles about identity and the basic human right to be who you are."
FCB Toronto produced two TV commercials featuring a trans-male and trans-female reciting similar lines to demonstrate the deep emotions facing people in this community. Longer versions of the video were developed to amplify the message via social media channels. The print campaign also carries a powerful visual image reflecting the desperation of being trans-male or trans-female, noting: "Not All Prisons Have Bars. Support Trans Awareness."
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"While the LGBT community is becoming more broadly accepted in society there's a great deal of confusion around transgender - even within the LGBT community itself," explained Stephen Hartley, President of PFLAG Canada. "One might say there's been a fair bit of attention paid to "LGB" and not nearly enough to 'T'.
"We're proud to have a creative partner like FCB. They listened. They recognized that every person identifying as trans also has a very different story, feelings and reasons for how they identify themselves. FCB's recognition and sensitivity of the issues involved shows in their outstanding work throughout this campaign."
Some television stations started to run the commercials over the weekend and additional donated media is expected throughout May and June in advance of the International Day Against Homophobia and Transphobia on May 17 and leading into World Pride Toronto, June 20-29.
With nearly 140 years of communications expertise, FCB's worldwide network spans 150 offices in 90 countries, with over 8,000 people, and is part of the Interpublic Group of Companies (NYSE:IPG). In Canada, clients include Air Canada, Dole, Fairmont Hotels & Resorts, Ontario Lottery and Gaming, Delmonte Foods (Meow Mix, Milk-Bone), Levi's, Nestle Canada, Mondelez (Oreo), Beiersdorf (Nivea), Ontario Power Authority, Ontario Tourism, PFLAG Canada, Foodland Ontario, Purolator and SunLife. For more information, visit www.fcb.com. Follow us on Twitter and Instagram (@FCBglobal and @FCB_TO) and Facebook (FCB Global).
PFLAG Canada is a national charitable organization that supports, educates and provides resources to Canadians on issues of sexual orientation and gender identity. PFLAG Canada seeks to promote an inclusive Canada and create a safe space for learning and acceptance for friends, family and members of the lesbian, gay, bisexual, transgender, transsexual, two-spirit, intersex, and queer community. Find out more at: www.pflagcanada.ca.