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New Toronto Pflag poster shows #whatmatters

New Toronto Pflag poster shows #whatmatters
New Toronto Pflag poster shows #whatmatters
January 22, 2016
New Toronto Pflag poster shows #whatmatters
New Toronto Pflag poster shows #whatmatters

Toronto Pflag's new poster asks students to see things differently when it comes to their LGBTQ classmates. The #WhatMatters poster begins with the words Lesbian, Gay, Bi-sexual, Trans, Straight, Queer, Two-Spirited in rainbow stripes, but when students take a flash picture with their smartphone cameras a new set of words appears beside them: Partner, Teammate, Buddy, Friend, Ally, Supporter, BFF.

The amazing team at J. Walter Thompson Canada created the posters and special printing technique pro bono, and our longstanding sponsors at BMO Financial Group helped cover the printing costs. Special thanks to our friends at the Toronto District School Board for their support in sharing this important message.

Media coverage:
Adweek: LGBTQ posters in toronto schools send messages of love in the flash of a camera phone(Jan. 22, 2016)
Strategy: Pflag sheds light on labels (Jan. 22, 2016)
Towleroad: Smartphone-activated posters celebrate gay pride at Toronto schools (Jan. 22, 2016)

Toronto Pflag's new poster

 

Poster before and after