The PFLAG Stories campaign was launched across multiple and donated media in the hopes of connecting people from all walks of life to very powerful and personal stories from mothers, daughters and others from the LGTB community. We used consistent photography, colours and overt QR codes to allow users to complete the stories teased in the media. By displaying videos and complete stories on people's mobile phones, we could connect them on a more intimate and broader level than mere soundbites and headlines alone. And because our hub was mobile, sharing these moments were literally at people's fingertips.

We used TV in such a way that encouraged users to pause the TV commercial and scan the QR code with their phone. We partnered with Shazam and created the first ever radio spot that used dialogue as a recognisable audio signature in the app. We created a mobile website that enabled users to watch, share and submit their own stories.And the results? They were rewarding in themselves.