“Love is Changing History”

Love is Changing History Orange Logo

by TROUP

Happy Spirit Day! If you’re not familiar, this commemoration takes place each year during LGBTQ History Month. A Canadian teen named Brittany McMillan created Spirit Day – the first observance of which was held on October 20, 2010.

Spirit Day is a visible campaign whereby supporters wear the color purple to increase awareness, recognition and support for LGBT youth who have been victims of bullying.  The color and campaign name are inspired by the purple stripe in the rainbow flag, which represents “spirit.”

Since 2010, Spirit Day has grown by leaps and bounds.  The Gay and Lesbian Alliance Against Defamation (GLAAD) is responsible for promoting it, and they’ve leveraged support for Spirit Day from a wide range of celebrities, entertainers, athletes, corporations, brands, media outlets, colleges, universities and non-profit organizations.

GLAAD has coined the term “Going Purple” – which refers not only to wearing purple, but also includes a robust social media and marketing effort.  On Spirit Day, supporters add a prominent amount of purple to the design of logos, images, billboards and photos to illustrate their commitment.

Spirit Day is a wonderful example of a campaign that combines broad social and cultural support with interpersonal and digital networking to draw attention to a pervasive social problem (or to generate support for those combating the problem).

I feel very fortunate for the opportunity to assist my client AT&T with a similarly layered and impactful campaign throughout LGBTQ History Month. 

The “Love is Changing History” project was developed by AT&T to benefit the Trevor Project by demonstrating how LGBTQ love is changing history in everyday life.  The Trevor Project is the country’s foremost LGBTQ youth suicide prevention organization.

“Love is Changing History” is the second campaign developed by AT&T this year dedicated to supporting the LGBTQ community.  The first, “Live Proud” took place during pride month in June – it encouraged supporters to utilize popular social media sharing tools to add to the total AT&T would donate to The Trevor Project.

“Live Proud” exceeded all fundraising goals, and AT&T wrote The Trevor Project a check for $50,000 at the finale event in Los Angeles.  AT&T’s innovative efforts to support the LGBTQ service organizations like The Trevor Project are unmatched by their peers in the Fortune 50.  I’m so appreciative that I get to support a progressive company, which consistently goes above and beyond for the LGBTQ community.

To support “Love is Changing History,” AT&T has created two videos with longtime LGBTQ supporters and activists, Lance Bass and Pauley Perrette.

AT&T will provide the Trevor Project with a minimum of $25,000 up to a maximum of $100,000 based on the amount of social sharing on the “Love is Changing History” website.  Through Nov 11, there are 3 ways for supporters to contribute to this project –

1.        Visit the “Love is Changing History” website,www.loveischanginghistory.com to share the site on Facebook and Twitter and AT&T will donate $1 to The Trevor Project.

2.        Share one of the films from the “Love is Changing History” website on Facebook and Twitter and AT&T will donate $1 to The Trevor Project. 

3.        Submit a story that represents a “Love is Changing History” moment on the website and AT&T will donate a $1 to The Trevor Project.

Thanks to everyone in advance for your support of this important project!

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About troupconsulting

We're Champions of diversity. It's good for society. It's great for business.
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