Why this brief?
This brief is a celebration of the creativity and potential existing within the Black LGBTQ+ community. The more diverse minds and imaginations we have in the advertising industry, the more inclusive and truly representative our industry’s creativity becomes. Black LGBTQ+ people are one of the most underrepresented talent within the makeup of the global advertising community. This brief is about amplifying their voices.
Help a charity or nonprofit organization that works with the LGBTQ+ community tell the story of the black trans women who ignited the Stonewall Riots.
The 1969 Stonewall Riots are commonly cited as the catalyst for the modern-day LGBTQ+ rights movement. When the now historic New York City bar was raided by police, queer patrons decided to stand up for themselves and fight back against oppression. Led by trans women of colour, notably mothers of the trans movement Marsha P. Johnson and Sylvia Rivera, this iconic moment in LGBTQ+ history has become whitewashed and watered down in subsequent years by brands and the media.
So much of the modern LGBTQ+ movement owes its thanks to this moment, but there’s still too little recognition for the trans women of colour who started it. Today, trans women of colour, and black trans women specifically, are the most vulnerable members of the LGBTQ+ community – and their stories continue to be overlooked.
Create a campaign for a charity or nonprofit organization that works with the LGBTQ+ community, inspired by the true igniters of the Stonewall Riots, notably Marsha P. Johnson and Sylvia Rivera. We’re looking for thinking that honours the trans women and gender non-conforming individuals who paved the way for the LGBTQ+ community.
The organization you select could be trans specific, but it doesn’t have to be – trans stories and rights are something that all LGBTQ+ charities should care about.
Once you have selected your organization, come up with an idea that will help that organization become famous for the work it does supporting the trans community. Make your idea as BIG as possible, so that you could bring it to life in lots of different ways across several different advertising channels.
There are a whole range of different advertising channels you could use to reach people. Choose as many or as few channels you like. When you develop your creative thinking, you could do it as scripts, storyboards, scamps, mac visuals or mood boards – whatever works best for you!
– Use a 60-90 second video to introduce yourself and explain your organization selection. Feel free to be as creative and expressive as you'd like!
– A write-up of the idea (500 words or less)
– Optional: Include any collateral materials (mockups, design, marketing materials)
Things to Consider
Don’t worry about the budget. Go big!
Feel free to integrate social media in your campaign (i.e. TikTok, Facebook, Instagram, Twitter, YouTube)
Your campaign can be made for outdoors, TV, radio, experiential, or a collaborative partnership with a brand!
Quality of thinking is better than quantity of thinking, so be intentional with the channels you’re choosing to play with.
A panel of judges from WPP and The One Club will evaluate your campaign submission. You will be judged as follows:
– On the idea you came up with, and how you brought it to life across all the different channels you selected - this will test your creative thinking (60%)
– On the organization you selected, and why you thought telling the story of the ignitors behind the Stonewall Riots could be an opportunity for them - this will test your strategic thinking (30%)
– On your final presentation, and how well you expressed yourself and shared your thinking (10%)
Ant Jackson (Senior Copywriter, Wunderman Thompson and Unite member)
Brian Ellner (EVP, Growth and Marketing, BCW and Unite member)
Chelsea Jackson (Racial Equity Programme Manager, WPP and Roots member)
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