This June will mark three years since the landmark case declaring marriage legal for same-sex couples in all 50 states. But LGBT Americans are facing increased discrimination. In the last year, 55% of people reported being discriminated against because of their gender identity or sexual orientation (an +11 point increase from the previous year), while about 80% of Americans mistakenly believe it’s illegal under federal law to fire, evict or refuse service to someone because they are LGBT. The reality is 31 states still allow these kinds of discrimination.
To raise awareness of the situation, agency CP+B created this “Beyond I Do” campaign for the Ad Council and the Gill Foundation. The work tells the stories of everyday Americans who face such discrimination, including this PSA which introduces us to Jami and Krista. In it, we meet a gay couple who couldn’t get a doctor to see their child solely because of their sexual orientation.
This spot–and two others in the campaign–were directed collectively by the CP+B creative team. Work was produced by Stink Studios, NY.
Credits
Client Ad Council/Gill Foundation Agency CP+B Linus Karlsson, global chief creative officer; Quinn Katherman, Lauren Perlow, creative directors; Aaron Fisher, Robyn Tenenbaum, associate creative directors; Sarah Mosseller, sr. copywriter; Rachel Leathers, art director; Sloan Schroeder, VP, director of content production; Jesse Jones, VP, executive producer; Jake Burnett, producer; Mimi McCormick, jr. producer. Production Stink Studios, NY Jan Reichle, DP; Jen Nichols Armstrong, exec producer; Lauren Saunders, sr. producer. Research & Strategy Redscout, NY Telecine a52, Santa Monica, Calif. Paul Yacono, colorist; Jenny Bright, sr. color producer. Editorial Rock Paper Scissors (RPS), Santa Monica, and Ming Studios, Boulder, Colo. David Brodie, editor (RPS); Patrick Tuck, assistant editor (RPS); James Bedford, assistant editor (Ming); Kate Swenson, producer (Ming); Shada Shariatzadeh, producer (RPS); Lennon Barnica, exec producer (Ming); Dina Ciccotello, exec producer (RPS). Sound Design/Mix Lime Studios, Santa Monica Matt Miller, engineer; Susie Boyajan, executive producer; Lisa Mermelstein, assistant engineer. Post/VFX a52 Brendan Crockett, Kevin Stokes, VFX supervisor/lead Flame; Drew Rissman, producer.
The Ad Council, partnering with the U.S. Department of Health and Human Services (HHS), Administration for Children and Families (ACF) and AdoptUSKids, launched a public service campaign, created pro bono by Edelman, which aims to inspire prospective parents to consider adopting a teen from foster care.
This centerpiece PSA titled “The Rewards”--directed by The Hudson Dusters (Michael Kuhn and Niles Roth) via Greenpoint Pictures--spotlights real adoptive families who have personally experienced the mutual benefits of adoption. This longer form PSA (and cutdown versions) begins with a touching display of openness and vulnerability as adoptive parents reflect on their adoption journeys and their initial questions and hesitations about adopting a teen. Then, in a deeply emotional turn, the adoptive parents witness their children recounting the profound rewards of adoption in their lives. The teens speak of the love they share with their parents and how the decision to become a family is reciprocal. The campaign directs viewers to the AdoptUSKids website to learn more about adopting a teen from foster care.
