Challenge

Motivated by a shared mission to spark family connections, OREO and PFLAG joined forces to create Proud Parent, a long-term campaign celebrating proud parents, fostering inclusivity, and championing the idea that collectively we can make the world a more accepting, affirming, and compassionate place where all families belong.

Solution

As an anchor for the platform, 360i worked with OREO and PFLAG to develop the “Proud Parent” film, telling a story of love, family ties, authenticity, and the notion that a loving world starts with a loving home. The film, launched during LGBT History Month just in time for National Coming Out Day, highlights the critical role parents and community play in supporting our LGBTQ+ loved ones. It was created in collaboration with the LGBTQ+ community onscreen and behind the scenes, including the lead actors who are a couple in real life, and Director of Photography, transgender cinematographer Bianca Cline.

Elements of the campaign included the creation of 10,000 packs of Pride cookies with rainbow crème filling inspired by the colors of the Pride flag, a social media challenge to encourage allyship and advocacy, an online platform with resources for families, and targeted out-of-home in New York and San Francisco along abandoned Pride parade routes.

Results

Within the first day of launching, OREO’s Proud Parent platform took over the internet and dominated social conversations, with #ProudParent trending on Twitter and thousands of people joining the promotion to receive the limited-edition cookies by sharing their personal messages of allyship. The platform earned more than 400 press placements in a matter of days, including coverage in CNN, USA Today, Forbes, FOX Business and numerous broadcast outlets. And the Proud Parent website was flooded by visits from hundreds of thousands of people, providing resources and guidance to families looking to support their LGBTQ+ loved ones.