“PROTECT THIS KID” FEATURETTE DEBUTS WITH MARGARET CHO, YVIE ODDLY, BEANIE FELDSTEIN, SHERRY COLA AND MORE SHARING DEEPLY PERSONAL STORIES ON GROWING UP LGBTQ

GLAAD AND OGILVY’S “PROTECT THIS KID” CAMPAIGN RESPONDS TO ANTI-LGBTQ MISINFORMATION AND SENDS LOUD MESSAGE OF ACCEPTANCE TO LGBTQ YOUTH

New York, New York – Wednesday, April 24, 2024 – GLAAD, the world’s largest lesbian, gay, bisexual, transgender and queer (LGBTQ) media advocacy organization, and the global advertising, marketing and public relations agency Ogilvy, have launched new content in the  digital campaign, “Protect This Kid,” in support of LGBTQ youth, exclusively at ProtectThisKid.com.

“Protect This Kid” short-form film: https://www.youtube.com/watch?v=3uV50cIsSDY and at www.protectthiskid.com. The film features the song  “What Was I Made For?” by Billie Eilish provided by Interscope Records, UMPG, Warner Pictures and Kobalt Music.

The new “Protect This Kid” film features LGBTQ notables across media and entertainment including: Margaret Cho, Beanie Feldstein (Booksmart), Sherry Cola (Joy Ride, Good Trouble), author and former NFL player Ryan “R.K.” Russell, Yvie Oddly (RuPaul’s Drag Race), athlete Chris Mosier, producer Daniella Carter, and filmmaker River Gallo. The “Protect This Kid” film and featurettes were directed by MG Evangelista and created in partnership with post production team Final Cut LA, Significant Others NY, Lime Studios LA, and Rare Medium NY.

The campaign is amplified nationally, across more than 36 markets, with an Out of Home program in partnership with Outfront Media.

“Protect This Kid” continues to release short-form features with each LGBTQ notable reflecting on their childhood. The features include the song “For The Love” by Kat Cunning provided by Concord, Crush Music and Kobalt Music:
Beanie Feldstein: https://www.youtube.com/watch?v=Ik3j7065QgM
R.K. Russell: https://www.youtube.com/watch?v=dFOF3mtN7fw
River Gallo: https://www.youtube.com/watch?v=L1R9OrV7sTA

The campaign also calls on LGBTQ people and allies to share photos of themselves as kids using #ProtectThisKid, and sharing their story of growing up LGBTQ and reflecting on recent harmful rhetoric against LGBTQ young people. Notables including Frankie Grande and Cynthia Lee Fontaine (RuPaul’s Drag Race) have shared childhood photos with #ProtectThisKid.

More about the inaugural “Protect This Kid” Heroes class:

• Beanie Feldstein, queer actress (“Booksmart”) and singer
• Chris Mosier, first transgender athlete to represent the United States in international competition and policy advocate
• Daniella Carter, Black trans advocate and filmmaker, and star of critically acclaimed documentary Kokomo City
• Margaret Cho, queer stand-up comedian and actress
• River Gallo, filmmaker, actor, model, and intersex rights activist
• Ryan “R.K.” Russell, bisexual author and former NFL player
• Sherry Cola, bisexual comedian and actress (“Joy Ride,” “Good Trouble”)
• Yvie Oddly, genderqueer drag queen, performer, fashion designer, rapper, and winner of RuPaul’s Drag Race Season 11

Download hi-res images from the campaign: HERE (credit GLAAD/Ogilvy)

Earlier this month, showstopping out queer actress and performer, Beanie Feldstein, launched “Protect This Kid,” revealing her campaign creative on a Times Square digital billboard.

Photos of the Times Square reveal with Feldstein are available HERE courtesy Getty Images with the event lightbox available HERE via Getty

GLAAD partnered with Ogilvy to combat narratives used to spread misinformation and hate against the LGBTQ community on social media. This decision comes amid a tense year for LGBTQ youth, including 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 Oklahoma teen student Nex Benedict; and an election year proven to be highly consequential for LGBTQ Americans.

“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.

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