Snap A Shot And See A Hidden LGBTQ Ally Message
This poster has a secret message for students and all it takes is a camera flash to decode it
Middle school and high school students are presented with tough social challenges on a daily basis. Toronto Pflag, an LGBTQ advocacy group, worked with J. Walter Thompson Canada, a design company, to make special posters where a secret LGBTQ message is seen once the camera flashes. To avoid indifference and promote more support and understanding, these posters were put up on the school boards of Toronto District Schools.
The posters were designed with rainbow colors, showing the words: Lesbian, Gay, Bisexual, Trans, Straight, Queer and 2-Spirited.
However, once a student takes a snapshot (with a flash) of the poster, a hidden message appears. The words turn into Lesbian Partner, Gay Teammate, Trans Friend, Straight Ally, Queer Supporter and 2-Spirited BFF.
Anne Creighton, President of Toronto Pflag explained via AdWeek, “We wanted to send a positive message to students that we are all more than just our gender identity and sexual orientation. Our mission is to get students talking about these things, so the novel and shareable nature of this poster was a perfect fit for our message.”
The goal was to make the message loud and clear, but Toronto Pflag didn’t simply want to show the students what this message is all about. They wanted it to be interactive. Thus, J. Walter Thompson Canada had to use a special printing ink for this poster. This ink is similar to the reflective inks used in clothing worn by motorists and cyclists.
Ryan Spelliscy, executive creative director of J. Walter Thompson Canada, believes that this interactive component is the best way to compete with students’ attention in the school hallways and to ensure that it’s shared from one student to the next.