Empowering and unifying a movement.
Customer Experience Design
About 3M
We recognized that the 3M Command™ Brand statement encouraging people to fearlessly make their space their own, provided fruitful ground for a first-of-its-kind opportunity. So we partnered with PFLAG to create #ParentsComingOut and spark a movement that could champion all the parents out there who support their sons and daughters.
We collected, documented and archived stories of support for LGBTQ loved ones and aggregated them all under an empowering and unifying hashtag.
With the help of PFLAG, we found parents with real stories of support who wanted to share their messages with their loved ones and others. PFLAG helped spread the message and facilitate interviews. Together we created a movement that supports parents the way they support their loved ones.
They helped us live out our brand beliefs and were really our partner in the process.
Jessica Hack, Brand Communications Manager, 3M
Picked up by Adweek, Ad Age, Creativity, Babble and Mombian.
93%
Favorable sentiment
20 million
Earned organic impressions