On Thursday, April 11th, GLAAD and Ogilvy, a global advertising, marketing and public relations agency, launched a bold worldwide digital campaign, “Protect This Kid,” in support of LGBTQ youth.
2024 has not been an easy year for LGBTQ people, youth especially. This year alone has included the introduction of over 500 anti-LGBTQ bills, a disproportionate number of which target trans youth; growing misinformation against the transgender community; the death of 2STGNC+ Oklahoma teen student Nex Benedict; and an election year proven to be highly consequential for LGBTQ Americans. “Protect This Kid,” was created in an effort to combat this misinformation and spread a message of love and acceptance.
“Protect This Kid” comprises short video interviews and childhood photos of out LGBTQ heroes across media and entertainment including: Beanie Feldstein, Chris Mosier, Daniella Carter, Margaret Cho, River Gallo, Ryan “R.K.” Russell, Sherry Cola and Yvie Oddly.
On Thursday, April 11th, out queer actress and performer, Beanie Feldstein, launched “Protect This Kid,” revealing her campaign creative on a Times Square digital billboard. In addition to premiering on @protectthiskid, the campaign message will be simultaneously amplified nationally, across more than 36 markets, with an Out of Home program in partnership with Outfront Media.
Watch Feldstein’s campaign here:
“For too long, anti-LGBTQ activists have not only spouted lies by falsely claiming that LGBTQ people are threats to children, but they have erased the existence of LGBTQ youth and their need for content that they can relate to and be inspired by. Ogilvy has helped us fill that critical gap with a timely campaign that harnesses the power of celebrity voices and the lived experience of queer trailblazers to support youth,” said GLAAD President and CEO Sarah Kate Ellis. “The queer adults we celebrate and revere were once kids, too, and through this campaign we remind the world that when we take away the rights of LGBTQ young people, and deny them safety, compassion, and privacy, we risk losing the next great entertainer, or athlete or author. Queer and trans kids need our support now, before it’s too late,” Ellis added.
“We live at a time of misinformation and politicized messaging, where the slogan ‘protect our kids’ has become a rallying call to attack the LGBTQ+ community, which is exactly why we must de-weaponize the rhetoric by turning it into a message of positivity and love,” said Lisa Bright, Ogilvy Chief Creative Officer. “Ogilvy is proud to partner with GLAAD and so many important voices on this PSA campaign that celebrates coming-of-age stories that anyone can relate to, and speaks to the worthiness of everyone,” Bright added.
In addition to Feldtstein’s campaign, River Gallo’s, filmmaker, actor, model, and intersex rights activist and Ryan “R.K.” Russell’s, bisexual author and former NFL player, are available now:
The remainder of the campaign including the rest of the inaugural “Protect This Kid” Heroes class will premiere the week of April 22nd.
Learn more about the campaign at ProtectThisKid.com and follow @protectthiskid on social media.