Hetrick-Martin Institute
#EmpowerLGBTQyouth Campaign
Objective: Raise awareness and funds for Hetrick-Martin Institute, a LGBTQ advocacy group in New York City.
Concept: It comes from the insight that many LGBTQ youths don't get to hear positive comments about them when they grow up. In order to promote a LGBTQ-friendly environment, socially and politically, this campaign is created based on 'What you want to hear from your family/friends/school/government?' to advocate acceptance and understanding.
Location: Times Square
Role /
Creative ideation, Copywriting, Interviews
Year /
2015
Visuals
Due to the limitation that a Times Square film has to be muted, we ask the youths to hold cardboards written with different messages. Through a careful visual design using the different screens of the billboard, the film has a variety of visual presentations of the youths and messages in a way that a traditional film on a single screen cannot do.
True Stories
I have written six campaign stories of the youths. The true stories were featured on Hetrick-Martin Institute's campaign page to promote understanding and to encourage other LGBTQ youths. The campaign was also launched on Twitter using the hashtag #EmpowerLGBTQyouth.
