In a bid to support parents who are struggling to come to terms with their child coming out as LGBTQ+, TBWA\London has launched a social awareness initiative called #OutAndProudParentsDay.
The campaign is developed in partnership with the Naz and Matt Foundation, a charity that tackles religion-induced homophobia to help parents accept their LGBTQ+ children.
The initiative aims to spread a message of acceptance across social media through a film showing mothers and fathers ‘coming out’ as parents of their LGBTQI+ child and talking about how proud they are of them.
As well as the social push, on the day of #OutAndProudParentsDay, parents of LGBTQI+ people are encouraged to share their own videos and images using the #OutAndProudParentsDay hashtag to counter the negative peer pressure that can often come from staunchly religious communities.
Discussing the initiative, TBWA\London’s head of data, Tim Noblett said: “At a time of high-profile protests against LGBTQI+ education at religious schools, it’s crucial that we drive positive conversation and encourage acceptance. This is why our #OutAndProudParentsDay initiative aims to inspire and support the parents of LGBTQI+ children who fear community backlash.”
Adding to this, Naz and Matt Foundation’s founder, Matthew Mahmood-Ogston, commented: “Five years on from losing Naz, we are thankful to TBWA\London for helping us give this tragic moment a more positive meaning. We hope this day will establish itself as an annual event that will help support parents struggling to understand or accept their LGBTQI+ children.
“'Coming out’ to parents is one of the hardest things any LGBTQI+ person will ever have to do. Parents with traditional conservative views or strong religious beliefs often lack the right information and positive guidance to understand what it truly means to be LGBTQI+."