‘Embrace awkward conversations with your kids’: New campaign from LGBTQIA+ charity encourages acceptance, via Cocogun
Australian LGBTQIA+ charity, The Pinnacle Foundation’, is encouraging Aussie parents to create safe spaces for their potentially queer children, rather than leaving the pressure of ‘coming out’ to them, via a new campaign from Cocogun.
Designed to break the embarrassment barrier and get parents to talk to their kids about sexuality and identity, the campaign hopes to ‘Make Awkward Awesome’ with parents making the first move around the topic.
According to a 2021 report from La Trobe University, 43% of LGBTQIA+ young people are rejected by their parents when they come out, and as a result, many leave home and drop out of their education. The Pinnacle Foundation provides scholarships, mentoring and educational opportunities to help these kids stay in education and reach their full potential.
However, it hopes to improve that statistic via the new campaign, aiming for parents to be more accepting and welcoming of the LGBTQIA+ community.
“We exist to help LGBTQIA+ youth realise their full potential. That starts with the love, support and understanding of their family,” said Andrew Staite, managing director and CEO of The Pinnacle Foundation.
“The core aim of this campaign is to encourage parents to embrace awkward conversations with their kids to reinforce that no matter what their sexuality or identity is, they’ll still be loved unconditionally.”
Marketing manager at the charity, Tim Lai, added: “We know that parental support is highly important to LGBTQIA+ young people’s wellbeing. We fund scholarships and support for LGBTQIA+ youth who so often face family rejection, so this campaign will hopefully encourage parents to lean in and create safe, supportive home environments.”
The campaigns have been made in collaboration with social purpose industry charity UnLtd, in an effort to help spread the message. The work was directed by Good Oil’s Connor Pritchard, with media strategy from Initiative.
Cocogun’s creative partner, Ant Melder, said: “… rather than focusing on the negative effects of rejection, we wanted to remind parents about the positive effect they can have on their kids’ lives by leaning in, showing their support and providing a safe, loving environment.”
The agency has previously collaborated with UnLtd, for MissingSchool’s ‘Don’t You Forget About Me’ campaign in 2023. Showcasing MissingSchool’s Seen&Heard initiative, the work emphasised the importance of connection and interaction for children who aren’t physically able to attend school.
Earlier this year, the campaign was extended via OOH creative, reminding Aussies that children can – and must – stay connected to their classmates and teachers to overcome negative impacts of school isolation in a health crisis.
Cocogun also recently launched work for Panasonic earlier this month.
The campaign is rolling out across TV, OOH, radio, cinema, and online.
Credits:
Client: The Pinnacle Foundation
CEO and Managing Director – Andrew Staite
Marketing Manager – Tim Lai
Partnerships & Events Manager – Ola Radka
Social impact partner: UnLtd
Director of Partnerships – Jade Harley
Account Director – Emily Long
Account Director – Louise Pay
Creative agency: Cocogun
Creative Partner – Ant Melder
Group Business Director – Emily Hahn
Senior Copywriter – Lewis Clarke
Senior Art Director – Loz Maneschi
Art Director – Jimmy Williams
Copywriter – Kirst Reynolds
Design Director – Chris Clausen
Designer – Shev Tan
Initial strategic development: TBWA
Group Strategy Director – Anna Thairs
Media agency: Initiative
Head of Initiative Impact – Danielle Galipienzo
National Strategy Director – Thomas Dodd
Associate Strategy Director – Karrin Kuyumcian
Investment Associate – Grace Gray
Client Director – Xavier Cramer
Investment Associate – MiMi McLachlan
Investment Associate – Jamie Tee
Production company: Good Oil
Director – Connor Pritchard
Managing Director – George Mackenzie
Producer/Head of Emerging Talent – Nick Payne
DOP – Jack Saltmiras
1st AC – Callum Duddington
Gaffer – Zac Murphy
Best Person – Jakson Gray
Sound – Dante Florez
Hair & Makeup – Mindwell Holcomb
Stylist – Maya Gardiner-Mullins
Runner – Charles Tyler
Runner – Raquel Esteban
Casting: Citizen Jane
Casting Director – Natalie Jane Harvie
General Manager – Gigi-Monique Diaz
Post production: ARC edit
Executive Producer – Dan Fry
Producer – Cheryn Frost
Editor – Liam James
Sound production (Film): Rumble
Executive Producer – Michael Gie
Producer – Siena Mascheretti
Sound Engineer – Renee Park
Composers – Alex Booker (Mum Composition) & Jeremy Richmond (Dad Composition)
Sound production (Radio): Smith & Western
Executive Producer – Dan Higson
Creative Director – Nick West
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
Andrew Staite
Ant Melder
Cocogun
LGBT
LGBTQIA+
Pinnacle Foundation
queer
The Pinnacle Foundation
Tim Lai
UnLtd
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