GLSEN and Ad Council Launch First Campaign to Address Anti-Gay Language Among Teens
October 08 2008 - 7:00AM
PR Newswire (US)
National PSA Campaign Features actress Hilary Duff and Comedian
Wanda NEW YORK, Oct. 8 /PRNewswire/ -- The Gay, Lesbian and
Straight Education Network (GLSEN) joined with The Advertising
Council today to launch the first national multimedia public
service advertising (PSA) campaign designed to address the use of
anti-gay language among teens. The campaign launch coincides with
the release of GLSEN's 2007 National School Climate Survey, which
found that nearly nine in ten lesbian, gay, bisexual and
transgender (LGBT) teens report having been verbally harassed in
the past school year, and almost half have been physically harassed
because of their sexual orientation. To view the Multimedia News
Release, go to: http://www.prnewswire.com/mnr/adcouncil/34660/ The
campaign will be unveiled Friday by actress Hilary Duff, who stars
in one of the new television PSAs, at GLSEN's annual Respect Awards
- Los Angeles gala. Comedian Wanda Sykes appears in another TV spot
created for the campaign. LGBT teens in the U.S. experience
homophobic remarks and harassment throughout the school day,
creating an atmosphere where they feel disrespected, unwanted and
unsafe. GLSEN's new survey found that three-quarters of LGBT teens
hear slurs such as "faggot" or "dyke" frequently or often at
school, and nine in ten reports hearing anti-LGBT language
frequently or often. Homophobic remarks such as "that's so gay" are
the most commonly heard type of biased remarks at school. Research
shows that these slurs are often unintentional and are a part of
teens' vernacular. Most do not recognize the consequences, but the
casual use of this language often carries over into more overt
harassment. The new campaign aims to raise awareness among straight
teens about the prevalence and consequences of anti-LGBT bias and
behavior in America's schools. Ultimately, the goal is to reduce
and prevent the use of homophobic language in an effort to create a
more positive environment for LGBT teens. The campaign also aims to
reach adults, including school personnel and parents, because their
support of this message is crucial to the success of efforts to
change behavior among the target age group. "We are proud to
partner with the Ad Council on this groundbreaking campaign to
address anti-LGBT language," said GLSEN Founder and Executive
Director Kevin Jennings. "Every student has a right to feel safe in
school free from bullying and harassment. When students do not feel
safe, they struggle to learn. This campaign will help educate young
people about the harmful language many of them commonly use."
Created pro bono by ad agency ArnoldNYC, the campaign includes
television, radio, print, outdoor and Web advertising. The TV ads
feature scenarios in which the term "that's so gay" is used
casually in an effort to help teens recognize that their anti-LGBT
language is harmful. The ads conclude with Wanda Sykes in one TV
spot, and Hilary Duff in another, urging teens to "knock it off."
The campaign hopes to motivate teens to become allies in the
efforts to raise awareness, stop using anti-LGBT language, and
safely intervene when they are present and anti-LGBT harassment and
behavior occurs. The PSAs direct audiences to visit a new
comprehensive website, http://www.thinkb4youspeak.com/. "We are
proud to join with GLSEN on this very important campaign, the first
to address the common use of anti-LGBT language and its harmful
effects," said Peggy Conlon, President & CEO of the Ad Council.
"When we tested the new ads with teens, they found the approach to
be realistic and identifiable. I believe this campaign will open
their eyes to the dangers of using this language and, ultimately,
create a safer environment for LGBT students." "We have a
responsibility as communicators to help inform a very prevalent
behavior that most teens have never thought twice about, and then
leave it up to them to do the right thing," said John Staffen,
Chief Creative Officer, ArnoldNYC. The website,
http://www.thinkb4youspeak.com/, provides tips on how to support
LGBT issues and the opportunity for visitors to take a stand
against anti-LGBT language through an interactive pledge form that
will allow teens to "say something original," by sharing
alternatives to "that's so gay." The site also includes a
dictionary-type tool that illustrates a word's meaning and the
notion of understanding one's choice of words. Additional features
include an e-card and a video library that calls for user
submissions. The new ads are being distributed to approximately
33,000 media stations nationwide this week. Per the Ad Council's
donated media model, all of the new ads will air and run in
advertising time and space donated by the media. Media companies,
including MTV (Music Television), have made early commitments to
support the campaign. Beginning this week, an integrated social
media program will further the reach of the public service messages
on popular social networking sites and blogs targeted to teens.
Partnerships with Gay-Straight Alliances (GSAs) and Students
Against Destructive Decisions (SADD) will also engage students in
chapters and student clubs throughout the country. Launch
activities will continue next week to coincide with National Ally
Week (October 13 - 17), a week that focuses on encouraging "allies"
to sign a pledge to help stop bullying and harassment of LGBT
teens. GLSEN's National School Climate Survey is the only national
survey to document the experiences of students who identify as LGBT
in America's secondary schools and has been conducted biennially
since 1999. This year's survey includes responses from 6,209 LGBT
students between the ages of 13 and 21 from all 50 states and the
District of Columbia. ArnoldNYC ArnoldNYC is a nimble, full
service, untraditional creative agency focused on building big
ideas that lead to strong business results for brands like
Hershey's, Timex, Lee, TUMS, alli, Nicorette and USTA. ArnoldNYC is
owned by Havas (NASDAQ:HAVS) and is one of the lead mid-sized
agencies in the New York market. ArnoldNYC prides itself on
creating great work that works, as well as hours of impressive
inter-office ping-pong. GLSEN GLSEN, the Gay, Lesbian and Straight
Education Network, is the leading national education organization
focused on ensuring safe schools for all students. Established
nationally in 1995, GLSEN envisions a world in which every child
learns to respect and accept all people, regardless of sexual
orientation or gender identity/expression. For more information on
GLSEN's educational resources, public policy agenda, student
organizing programs, research, public education or development
initiatives, visit http://www.glsen.org/. The Advertising Council
The Ad Council (http://www.adcouncil.org/) is a private, non-profit
organization that marshals talent from the advertising and
communications industries, the facilities of the media, and the
resources of the business and non-profit communities to produce,
distribute and promote public service campaigns on behalf of
non-profit organizations and government agencies in issue areas
such as improving the quality of life for children, preventive
health, education, community well-being, environmental preservation
and strengthening families.
http://www.prnewswire.com/mnr/adcouncil/34660/DATASOURCE: The
Advertising Council CONTACT: Daryl Presgraves of GLSEN,
+1-646-388-6577, ; or Tara Garcia of ArnoldNYC, +1-212-463-1421, ;
or Tom Chiodo of Rubenstein, +1-212-843-8289, ; or Ellyn Fisher of
The Ad Council, +1-212-984-1964, Web Site:
http://www.adcouncil.org/
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