Coming out is hard, not just for LGBTQIA+ people but also for their parents. Some parents know before their children tell them and parental support is important to LGBTQIA+ young people’s wellbeing. Understanding all this is the foundation of Cocogun’s campaign for Australia’s LGBTQIA+ education charity, The Pinnacle Foundation.
The campaign walks the tightrope perfectly, with a dash of humour and two smart scenarios that wash away the embarrassment barrier, encouraging parents to talk to their kids about their sexuality and identity, and perhaps influence acceptance. Not all LGBTQIA+ parents give this. The campaign is designed to motivate parents to make the first move around this sensitive topic and create a safe space for their (potentially) LGBTQIA+ kids, rather than leaving the pressure of coming out with young people.
The work that is based around the line, Make Awkward Awesome, features parents awkwardly broaching the topic, with their kids feeling initially disconcerted but ultimately appreciating the gesture.
43% of LGBTQIA+ young people are rejected by their parents when they come out*, and many subsequently have to leave home and drop out of their education. The Pinnacle Foundation provides scholarships, mentoring and opportunities for young LGBTQIA+ Australians to stay in education and realise their full potential. But, to get upstream of the problem and perhaps even avoid heartbreaking situations altogether, there’s one first step – having conversations that create an environment of acceptance.
The full campaign, covering TVC, outdoor, radio, cinema and online, was created by Cocogun and Good Oil, in collaboration with UnLtd. The TVCs were directed by Connor Pritchard. Media strategy and media campaign creation were led by Initiative.
Pinnacle Foundation CEO and managing director, Andrew Staite, stated, “We exist to help LGBTQIA+ youth realise their full potential. That starts with the love, support and understanding of their family. The core aim of this campaign is to encourage parents to embrace awkward conversations with their kids to reinforce that no matter what their sexuality or identity is, they’ll still be loved unconditionally.”
Pinnacle Foundation marketing manager, Tim Lai, added, “We know that parental support is highly important to LGBTQIA+ young people’s wellbeing. We fund scholarships and support for LGBTQIA+ youth who so often face family rejection, so this campaign will hopefully encourage parents to lean in and create safe, supportive home environments.”
Cocogun creative partner, Ant Melder, commented,“Research shows that many LGBTQIA+ young people are rejected by their families, and this has a negative snowball effect on their lives. But rather than focusing on the negative effects of rejection, we wanted to remind parents about the positive effect they can have on their kids’ lives by leaning in, showing their support and providing a safe, loving environment.”
Good Oil director, Connor Pritchard, said, “When I first read these scripts, I knew they’d be special. The Pinnacle Foundation is doing amazing work in the LGBTQIA+ community, so it was a true honour to be part of this project.”
Emily Long, account director, UnLtd, added,“The partnership between Cocogun, Good Oil, Initiative and The Pinnacle Foundation is a best-in-class example of collaboration and what can be achieved when our industry works together to drive such an important message in market. The campaign has the potential to change so many young LGBTQIA+ lives by encouraging parents to have these vital conversations with their kids about their sexuality and identity.”
*Source: La Trobe Uni 2021 Report: Writing Themselves In 4: National Report
Credits:
Client: The Pinnacle Foundation
CEO & Managing Director: Andrew Staite
Marketing Manager: Tim Lai
Partnerships & Events Manager: Ola Radka
Social Impact Partner: Un Ltd
Director of Partnerships: Jade Harley
Account Directors: Emily Long & Louise Pay
Creative Agency: Cocogun
Creative Partner: Ant Melder
Group Business Director: Emily Hahn
Senior Copywriter: Lewis Clarke
Senior Art Director: Loz Maneschi
Art Director: Jimmy Williams
Copywriter: Kirst Reynolds
Design Director: Chris Clausen
Designer: Shev Tan
Initial Strategic Development: TBWA
Group Strategy Director: Anna Thairs
Production Company: Good Oil
Director: Connor Pritchard
Managing Director: George Mackenzie
Producer & Head of Emerging Talent: Nick Payne
DOP: Jack Saltmiras
1st AC: Callum Duddington
Gaffer: Zac Murphy
Post Production: ARC Edit
Executive Producer: Dan Fry
Producer: Cheryn Frost
Editor: Liam James
Sound Production (Film): Rumble
Executive Producer: Michael Gie
Producer: Siena Mascheretti
Sound Engineer: Renee Park
Composers: Alex Booker (Mum Composition) & Jeremy Richmond (Dad Composition)
Sound Production (Radio): Smith & Western
Executive Producer: Dan Higson
Creative Director: Nick West
Casting: Citizen Jane
Media Agency: Initiative
