Los Angeles LGBT Center - "What's Love Part 1"

RPA

RPA Santa Monica, United States

Awards

4213

This ad is part of the ACT Responsible Collection

Brand: Los Angeles LGBT Center
Country: United States

Advertiser: Los Angeles LGBT Center

Title	What's Love Part 1
Agency	RPA
Campaign	What's Love
Advertiser	Los Angeles LGBT Center
Brand	Los Angeles LGBT Center
Date of First Broadcast/Publication	2019 / 10
Business Sector	Racial/Ethnic/Minority/Disability Awareness
Story	The Los Angeles LGBT Center wanted to raise awareness of their services to support families of LGBTQ+ youth on National Coming Out Day (October 11).Recent research shows that LGBT youth from highly rejecting families are more than eight times as likely to try to take their own lives.* Parents who needed to hear our message were those struggling to accept their teen’s coming out.With 16+ million views in its first week online, “What’s Love?” showed that a parent’s reaction (whether that reaction is positive or negative) is at the heart of their teen’s Coming Out story. The video increased backlinks to the Center’s website by 156% (highest in the Center’s 50-year history), and helped families get the support they needed.*Research by the Family Acceptance Project at San Francisco State University
Media Type	Television
Length	70 seconds
Production Company	Station Film
EVP	Joe Baratelli
Chief Creative Officer	Joe Baratelli
SVP	Jason Sperling
Creative Development	Jason Sperling
Creative Director	Krystle Mullin
Creative Director	Ariel Shukert
SVP	Isadora Chesler
Director of Video Production	Isadora Chesler
Associate Digital Producer	Curliano Wynt
Vice President (VP)	Maria Del Homme
Director Business Affairs	Maria Del Homme
Business Affairs Manager	Bianca Villasenor
Account Supervisor	Tyler Brockington
Manager	Hanna Samad
Digital Strategy	Hanna Samad
Supervisor	Tyler Sweeney
Digital Strategy	Tyler Sweeney
Vice President (VP)	Britt McColl
Director	Britt McColl
Public Relations	Britt McColl