The Webby for Good, produced in partnership with WP Engine, is a showcase of Webby-honored projects and campaigns that are promoting social good in the world.
Describe your project. What is it, what was the elevator pitch?
During Pride Month 2016, YouTube boldly celebrated the entire spectrum of the LGBTQ+ community, creating a culturally poignant, and much needed rally cry: “When identity is questioned, answer with pride.” #ProudToBe
What key challenges did you face with this project? And how did you overcome them?
Tragedy struck. The lives of 49 beautiful LGBTQ+ souls were robbed in the Orlando shooting. Pride Month had harrowingly began with what can only be described as an act of hate and terrorism. An act so heinous, it threatened to terrorize people back into the closet after years of progress.
What was the most rewarding aspect of working on your project?
We created significant cultural impact. There are rare moments when a brand can make a statement that is honest, selfless and timely - all in service of the values it shares with its consumer base. Secondarily, it was a moment where a team - agency and brand - truly came together amidst cultural duress. We worked smart and fast, united by an important mission: to celebrate the LGBTQ+ community in a time of need.
Why this particular cause as the subject of your project/campaign?
As gay rights reached a milestone of progress with the legalization of Same Sex Marriage in the U.S., the LGBTQ+ movement as whole faced a major set back. In 2016 the transgender and gender-queer community experienced what Time Magazine coined ‘America’s Next Civil Rights Frontier’ driven by the HB2 bathroom ordinances, as well as the discrimination around gender fluidity.
What did you learn from working on this project that you didn't know going into it? Did anything come out of it that surprised you, or that you weren't expecting?
How much do we want to shock culture with the realities of what the transgender, gender queer, and sexually fluid experience is? What is our response to resistance, lack of acceptance or hate speech?
Video ad content delivered via social media to both communicate and build community for a brand.