WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY



LGBTQ issues awareness - Judy Shepard/Parenthood

Company: Human Rights Campaign
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Brand: LGBTQ issues awareness
Ad Title: Judy Shepard/Parenthood
Business Category: Nonprofit/NGO (gay)
Media Outlets: Television
Country: United States
Region: North America
Agency: Human Rights Campaign in-house
Year: 1999
Target: Mainstream
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This touching public service announcement features home video of Wyoming student Matthew Shepard, who died October 12, 1998, of wounds from a gay bashing after a short coma. The video shows him at his high school graduation and acting as Abraham Lincoln in a childhood play.

In a tearful delivery, his mother says, "Being a parent is a joy. You have days of absolute bliss that you thought you could never, ever experience. And then there are days so low you wonder why you ever became a parent. In a perfect world, because you child is gay, you don't worry about their safety, you just worry about them being happy. I loved Matt just the way he was. Just the way he was."

The closing tagline says, "Choose to understand."

At first a reluctant activist, Judy has appeared in a number of TV commercials, including one for GLSEN that has gotten wide showing on MTV and during the Grammy awards.

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Monica , Pittsburgh, PA
What's sad is that no network will ever air this ad because tolerance and understanding are what's really controversial. I find that as depressing as the ad is inspiring.

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Company: Human Rights Campaign
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Country: United States
Region: North America
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Company: GLBT National Help Center
Brand: LGBTQ issues awareness
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Brand: LGBTQ issues awareness
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Region: North America
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