Creating a truly inclusive multibrand advocacy campaign
Brief
Develop a Facebook campaign to openly champion love, equality, and care for LBGTQ people and families — while raising money for partner organizations including PFLAG, Trevor Project, Family Equality Council, and Love Has No Labels.
Develop a Facebook campaign to openly champion love, equality, and care for LBGTQ people and families — while raising money for partner organizations including PFLAG, Trevor Project, Family Equality Council, and Love Has No Labels.
Approach
Create a campaign that makes people feel seen. My team and I paid extra-close attention to diversity in gender, race, age and body type to be able to represent as many different types of LGBTQ people and families as possible.
Create a campaign that makes people feel seen. My team and I paid extra-close attention to diversity in gender, race, age and body type to be able to represent as many different types of LGBTQ people and families as possible.
Results
6% increase in awareness (2x higher than the norm for CPG) and a whopping 11% lift in favorability (more than 5x the CPG average), reaching more than 11 million Facebook users.
6% increase in awareness (2x higher than the norm for CPG) and a whopping 11% lift in favorability (more than 5x the CPG average), reaching more than 11 million Facebook users.
My Role: Creative Director
campaign concept, photo direction, copy direction, animation, campaign toolkit and style guide, team leadership
Campaign Concept
The selected concept, “Caring Is Connection,” rose to the top of a wide-ranging exploration with several other strong candidates.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/b09bab5b-8556-4cf3-b637-9d0756779a76_rw_1920.png?h=26175e5eca865e103701a58953c74f9a)
Campaign Toolkit
The campaign toolkit featured both ready-to-use posts and the building blocks — images and copy direction — to enable Care With Pride’s participating brands to create their own content within the campaign.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/e482a382-3675-409a-b433-f62f5f97fbd9_rw_1920.png?h=dde635f3b931f05f8d962b8cbeac7d20)
Brand Posts
The concept was filtered through the lens of each participating brand and its core audience, for a campaign that feels both big and deeply personal.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/e4a7b2e4-856b-4641-8ef4-051d61f63931_rw_1920.png?h=9f7df49ef65c32c33314e970f29f539d)
Animations
We created animated versions of several posts to bring the campaign’s messaging to life — and deliver a bit of extra thumb-stopping power.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/4df1e7de-6446-44a3-b305-6e723ec29270_rw_1200.gif?h=7daaefd32687847ce16c4d550b16a8da)
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/6240914f-f726-4f7d-984c-61c30f95901a_rw_1200.gif?h=cd2425469e4b1687fe47f14efd020e23)
Results
The campaign was a huge success, boosting awareness by 6% (2x higher than the norm for CPG) and favorability by a whopping 11% (more than 5x the CPG average), and reaching more than 11 million Facebook users.
Several equity partners not only hailed the campaign as a model for inclusion and diversity, but also cross-posted the creative on their own feeds.
![](https://cdn.myportfolio.com/30d760ba7a36ba7beebcb3e3f84b1280/16c23d9f-30ac-48d3-990b-d1240d56d991_rw_1920.png?h=9923df3a1dc7af3a9a21c42c87f6e55d)