Cossette helps three Canadians Come Out-of-Home
This proactive campaign sprung from the Cossette creative team’s passionate advocacy for LGBTQ+ rights and reaffirmed the agency's commitment of using creativity as a catalyst for change.
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In honour of National Coming Out Day Egale - Canada's leading organization for LGBTQI2S people and issues, worked with Cossette and Cossette Media to give three Canadians the opportunity to come out in a bold and unforgettable way: on giant billboards across the Greater Toronto Area.
The campaign, entitled Coming Out Loud, ran from October 5th to 11th and celebrated those who had decided to come out to a loved one, while raising awareness around the difficulties of coming out as part of the LGBTQI2S community. To share this important message, Cossette created billboards, which included each participants’ coming out story; as well as micro-sites, which directed to behind-the-scenes videos and Egale’s educational resources.
“Creating content around sensitive topics is often a challenge, and coming out as part of the LGBTQI2S community is a difficult topic to breach,” said Craig McIntosh, Executive Creative Director at Cossette. “It’s not everyday where we can help someone come out to their loved ones, and if this work was able to help even one person find the strength and live their truth, we view it as an overwhelming success.”
Credits
powered by
- Agency Cossette Communication/Toronto
- Production Company Soda Post (In-House at Cossette Communication/Toronto)
- Director Nick Hall-Wood
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Credits
powered by
- Agency Cossette Communication/Toronto
- Production Company Soda Post (In-House at Cossette Communication/Toronto)
- Director Nick Hall-Wood
- Executive Creative Director Craig McIntosh
- Executive Creative Director Jaimes Zentil
- Creative Director Julia Morra
- Copywriter Alex Bonder
- Art Director Anton Mwewa
- Integrated Producer Haley Stefan
- Edit Company Rooster Post Production
- Editor Christina Humphries
- Producer Alanna Homuth
- Executive Producer Melissa Kahn
- VFX/Online Company Rooster Post Production
- VFX/Online Company The Vanity
- Online Artist Christina Humphries
- Online Artist Kaelem Cahill
- Colorist Christina Humphries
- Colorist Andrew Exworth
Credits
powered by
- Agency Cossette Communication/Toronto
- Production Company Soda Post (In-House at Cossette Communication/Toronto)
- Director Nick Hall-Wood
- Executive Creative Director Craig McIntosh
- Executive Creative Director Jaimes Zentil
- Creative Director Julia Morra
- Copywriter Alex Bonder
- Art Director Anton Mwewa
- Integrated Producer Haley Stefan
- Edit Company Rooster Post Production
- Editor Christina Humphries
- Producer Alanna Homuth
- Executive Producer Melissa Kahn
- VFX/Online Company Rooster Post Production
- VFX/Online Company The Vanity
- Online Artist Christina Humphries
- Online Artist Kaelem Cahill
- Colorist Christina Humphries
- Colorist Andrew Exworth
To bring the campaign to life, Cossette Media enlisted help from Pattison, Outfront, UB Media, AllVision and Bell Media to strategically place the billboards in areas where the participants’ loved ones would be sure to see them. Additionally, the integrated campaign amplified the story through Social Media, Influencer Relations and Media Relations.
"Everyone has a unique experience and set of circumstances that determines how they live as their authentic self,” says Helen Kennedy, Executive Director at Egale. “Coming out to your loved ones is never a one-size-fits-all process, and the aim of this campaign was to not only celebrate those that decided to come out, but to signal to the community that Egale is here to support those who need it.”
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