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Toronto Pflag conducts What Matters campaign

LGBT advocacy group Toronto Pflag has begun an in-school advertising campaign called "What Matters." Developed pro bono by J. Walter Thompson Canada, the campaign makes use of posters in approximately 120 middle and high schools in the Toronto district. The creative depicts the words "Lesbian, Gay, Bisexual, Trans, Straight, Queer and 2-Spirited" against a rainbow background. When a viewer uses a smartphone to take a photograph of the poster, additional words become visible in the image: "partner, teammate, buddy, friend, ally, supporter, BFF." The campaign also includes social media activities.

"From outright bullying to casual homophobia and transphobia, school can still be a very difficult place for LGBTQ young people," said Toronto Pflag president Anne Creighton. "Our new poster takes an interactive and creative approach to sharing an important message. LGBTQ students are people you know, respect and love. We're very pleased to be working with the Toronto District School Board to get this message into school hallways."

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