Spark and Colenso BBDO have launched a new campaign called ‘#thankstoyou’ that celebrates the organisations and individuals who have helped advance perceptions and attitudes towards the LGBTQI+ (Lesbian, Gay, Bisexual, Transgender, Queer or Questioning, and Intersex) community.
It encourages Kiwis who have been positively influenced by the rainbow community and its allies to voice their appreciation by saying ‘#thankstoyou’.
The small, incremental gesture symbolizes acceptance and equality for Kiwis to grow up in a progressive country that embraces the LGBTQI+ community in all walks of life.
The key creative from the campaign shows couple Chris Paul Hunter and Marc Hobson with their young son Lucas David Hunter-Hobson at home in Christchurch, illustrating a rainbow family growing up in a supportive and loving environment.
As well as the creative, Spark is celebrating Pride 2018 by announcing a partnership with OutLine, a confidential telephone support and face-to-face counselling service available to the LGBTQI+ community and their families and friends.
Spark’s lead for diversity Rhonda Koroheke recognises the work OutLine has done since 1972 to provide support and resources to those in the LGBTQI+ community.
“The work that OUTLine has done over the years has helped so many people. The notion that something as little as a moment of connection can have a big impact in someone’s life is something that really resonates with Spark.”
Manager of OUTLine Duncan Matthews adds that he’s really proud and thankful that OutLine is Spark’s first partnership in the LGBTQI+ community.
“With our 0800 service this seems on the surface as the perfect match, but the partnership runs deeper than that. I’m looking forward to working alongside Spark as we work together with the common goal of making Aotearoa a more accepting place for all.”
Sparks support for the LGBTQI+ community aligns with fellow brand ANZ who also recognised the value of representation towards a positive and equal culture in New Zealand.
ANZ’s ‘#HoldTight’ campaign presented a gripping advertisement encouraging couples to ‘hold tight’ when they’re worried about what others might think of them holding hands in public.
Agency: Colenso BBDO
Director: Jamie Lawrence
Production company: Eight and Colenso Studios