As part of a public service and trade promotion effort tied to June’s Pride month, Outfront Media will feature some media agency execs on digital out-of-home billboards in New York City and other major markets including Boston, Chicago, Philadelphia, New Orleans, and San Francisco.
The month-long effort, in partnership with GLAAD Gay & Lesbian Alliance Against Defamation), will culminate during the annual Pride parade in New York City, with a series of ads featuring Horizon Media Senior Vice President of Out-of-Home Marc Fenty and his team (see mock-up of the ad in Times Square below).
“Representation matters,” Fenty tells MediaPost, adding, “I was proud to take part and stand in solidarity with my teammates in such a incredible way. This campaign speaks to the beauty and power of out of home. Kudos to Outfront for their continued commitment to giving a face and voice to the LBGTQIA+ community through the power of outdoor.”
The campaign, which has already begun running, is entitled “15 Seconds of Fabulous,” and for a minimum $15 donation to GLAAD, participants can have their name, photo, and message displayed on a billboard along with their choice of a LGBTQ+ flag, the colors of which will form the border of their message.
The flag options are bisexual, gay, lesbian, pansexual, transgender, and rainbow. The design for the campaign was created by an internal team of artists from OUT at Outfront ERG (Employee Resource Group).
One of those who already made a GLAAD donation was Owin Pierson, an influencer known as Forbes’ Millennial Globetrotter with a following of 275,000
Pierson was so excited about his billboard, that he flew to New York from Los Angeles to see his Times Square billboard in-person and shared his experience in social media (see video above).