PFLAG Canada tells stories

The not-for-profit uses creative placement of QR codes to drive traffic in its new campaign.

Not-for-profit organization PFLAG Canada (Parents, Families and Friends of Lesbians and Gays), which supports the community around non-heterosexual people, is launching a new campaign in the coming weeks with over half a million dollars of donated media.

Robin Heisey, CCO of Draftfcb tells MiC that the campaign, called “Stories” was initially developed as part of its entry at the 2010 National Advertising Awards. After winning, the agency and PFLAG Canada marketing board director Mark Childs decided it should live on as a full-fledged campaign.

The campaign shows QR codes over the mouths of people, like famed Canadian dancer and So You Think You Can Dance Canada judge Rex Harrington, with copy like “I don’t think of myself as gay, I think of myself as…” leading into the QR code which drives to videos on the charity’s website.

“The campaign allows people to share their stories and how we are all connected to the issues that lesbians and gay people face,” says Heisey.

The campaign includes print, television, OOH and digital components, all driving to It is running across donated media from companies including Rogers, Transcontinental, Shaw Media, Bell Media, CBS Outdoor, Astral Outdoor, Pattison and Zoom Media.