| New York, NY – Wednesday, April 24, 2024 – GLAAD, the world’s largest lesbian, gay, bisexual, transgender and queer (LGBTQ) media advocacy organization, and the global advertising, marketing and public relations agency Ogilvy, have launched new content in the digital campaign, “Protect This Kid,” in support of LGBTQ youth, exclusively at ProtectThisKid.com.
“Protect This Kid” short-form film: https://www.youtube.com/watch?v=3uV50cIsSDY and at www.protectthiskid.com. The film features the song “What Was I Made For?” by Billie Eilish provided by Interscope Records, UMPG, Warner Pictures and Kobalt Music.
The new “Protect This Kid” film features LGBTQ notables across media and entertainment including Margaret Cho, Beanie Feldstein (Booksmart), Sherry Cola (Joy Ride, Good Trouble), author and former NFL player Ryan “R.K.” Russell, Yvie Oddly (RuPaul’s Drag Race), athlete Chris Mosier, producer Daniella Carter, and filmmaker River Gallo. The “Protect This Kid” film and featurettes were directed by MG Evangelista and created in partnership with postproduction team Final Cut LA, Significant Others NY, Lime Studios LA, and Rare Medium NY.
The campaign is amplified nationally, across more than 36 markets, with an Out of Home program in partnership with Outfront Media.
“Protect This Kid” continues to release short form features with each LGBTQ notable reflecting on their childhood. The features include the song “For The Love” by Kat Cunning provided by Concord, Crush Music and Kobalt Music:
Beanie Feldstein: https://www.youtube.com/watch?v=Ik3j7065QgM
R.K. Russell: https://www.youtube.com/watch?v=dFOF3mtN7fw
River Gallo: https://www.youtube.com/watch?v=L1R9OrV7sTA
The campaign also calls on LGBTQ people and allies to share photos of themselves as kids using #ProtectThisKid and sharing their story of growing up LGBTQ and reflecting on recent harmful rhetoric against LGBTQ young people. Notables including Frankie Grande and Cynthia Lee Fontaine (RuPaul’s Drag Race) have shared childhood photos with #ProtectThisKid.
More about the inaugural “Protect This Kid” Heroes class:
- Beanie Feldstein, queer actress (“Booksmart”) and singer
- Chris Mosier, first transgender athlete to represent the United States in international competition and policy advocate
- Daniella Carter, Black trans advocate and filmmaker, and star of critically acclaimed documentary Kokomo City
- Margaret Cho, queer stand-up comedian and actress
- River Gallo, filmmaker, actor, model, and intersex rights activist
- Ryan “R.K.” Russell, bisexual author and former NFL player
- Sherry Cola, bisexual comedian and actress (“Joy Ride,” “Good Trouble”)
- Yvie Oddly, genderqueer drag queen, performer, fashion designer, rapper, and winner of RuPaul’s Drag Race Season 11
Download hi-res images from the campaign: HERE (credit GLAAD/Ogilvy)
Earlier this month, showstopping out queer actress and performer, Beanie Feldstein, launched “Protect This Kid,” revealing her campaign creative on a Times Square digital billboard. |
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| Photos of the Times Square reveal with Feldstein are available HERE courtesy Getty Images with the event lightbox available HERE via Getty
GLAAD partnered with Ogilvy to combat narratives used to spread misinformation and hate against the LGBTQ community on social media. This decision comes amid a tense year for LGBTQ youth, including the introduction of over 500 anti-LGBTQ bills, a disproportionate number of which target trans youth; growing misinformation against the transgender community; the death of Oklahoma teen student Nex Benedict; and an election year proven to be highly consequential for LGBTQ Americans.
“For too long, anti-LGBTQ activists have not only spouted lies by falsely claiming that LGBTQ people are threats to children, but they have erased the existence of LGBTQ youth and their need for content that they can relate to and be inspired by. Ogilvy has helped us fill that critical gap with a timely campaign that harnesses the power of celebrity voices and the lived experience of queer trailblazers to support youth,” said GLAAD President and CEO Sarah Kate Ellis. “The queer adults we celebrate, and revere were once kids, too, and through this campaign we remind the world that when we take away the rights of LGBTQ young people, and deny them safety, compassion, and privacy, we risk losing the next great entertainer, or athlete or author. Queer and trans kids need our support now, before it’s too late,” Ellis added.
“We live at a time of misinformation and politicized messaging, where the slogan ‘protect our kids’ has become a rallying call to attack the LGBTQ+ community, which is exactly why we must de-weaponize the rhetoric by turning it into a message of positivity and love,” said Lisa Bright, Ogilvy Chief Creative Officer. “Ogilvy is proud to partner with GLAAD and so many important voices on this PSA campaign that celebrates coming-of-age stories that anyone can relate to, and speaks to the worthiness of everyone,” Bright added. |
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About Ogilvy:
Ogilvy inspires brands and people to impact the world. We have been creating iconic, culture-changing, value-driving ideas for clients since David Ogilvy founded the company in 1948. We continue building on that rich legacy through our borderless creativity—operating, innovating, and creating at the intersection of talent and capabilities. Our experts in Advertising, Experience, Public Relations, Health, and Consulting work fluidly across more than 120 offices in over 80 countries to bring forth world-class creative solutions for our clients. Ogilvy is a WPP company (NYSE: WPP). For more information, visit Ogilvy.com, and follow us on LinkedIn, X, Instagram, and Facebook.
About GLAAD:
GLAAD rewrites the script for LGBTQ acceptance. As a dynamic media force, GLAAD tackles tough issues to shape the narrative and provoke dialogue that leads to cultural change. GLAAD protects all that has been accomplished and creates a world where everyone can live the life they love. For more information, please visit www.glaad.org or connect with GLAAD on Facebook and Twitter.
About OUTFRONT Media Inc.:
OUTFRONT leverages the power of technology, location and creativity to connect brands with consumers outside of their homes through one of the largest and most diverse sets of billboards, transit, and mobile assets in North America. Through its technology platform, OUTFRONT will fundamentally change the ways advertisers engage audiences on-the-go. |
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