LGBT+ elders are human rights pioneers.

Yet, 1 in 2 face senior housing discrimination.

Watermark is the first retirement community in the US to earn a Platinum accreditation in caring for LGBT+ seniors, after a company-wide training with non-profit SAGE.

Up to 3 million American seniors identify as LGBT+

Up until 1973, the American Psychiatric Association considered homosexuality as a mental disorder.

Until 1993, gays and lesbians were banned from serving in the U.S. military.

In 2015, the Supreme Court officially declared same-sex marriage constitutional nationwide.

More than 150 LGBT+ candidates are elected into office during the midterm 2018 elections.

2021, Pete Buttigieg is confirmed as the first openly gay person in the US cabinet.

To announce Watermark's message of acceptance, we created Not Another Second.

A campaign that tells the stories of 12 LGBT+ seniors, celebrating the years they lost, the rights they earned and the advice they have for the youth.

To resonate with a mainstream audience, we decided to tell the stories of LGBT+ seniors from the perspective of the years they lost not being able to be their true selves.

Their loss provided a powerful contrast and perspective, showcasing the unimaginable challenges they faced in order of us to enjoy the freedoms and rights we have today.

It also reminded people that LGBT+ seniors have earned the right to fair senior housing and healthcare without discrimination, while reinforcing Watermark's commitment to provide an accepting and supportive community.

We transformed a retirement community into an Augmented Reality art exhibition. We also allowed people to immerse themselves into the stories of LGBT+ seniors through photography, a documentary film, a website, a billboard campaign and a limited edition book sold to support LGBTQ youth.

Also, the ‘Ask A Senior’ program allowed people to contact them directly for advice.

The exhibit sold out within days and was extended for 2 extra months by popular demand, before traveling the country.

The stories made national and International news including The New York Times, The Guardian, NBC or CBS News, with a total of 2,8 Billion media impressions and a $26 Million ad value.

It also sparked an intergenerational conversation across social media, even catching the eye of Chasten Buttigieg, the husband of Pete Buttigieg, who was this year confirmed as the first openly gay person in the US cabinet.