PFLAG Toronto has come up with a way of getting its message to schools — at least to those who know how to read it.
The group's innovative new campaign uses posters that reveal a hidden pro-LGBT message only when students take a picture of them while using a camera flash.
PFLAG estimates that 76,000 middle and high school students will see the posters in Toronto district schools. Featuring rainbow colors, the posters spell out Lesbian, Gay, Bisexual, Trans, Straight, Queer and 2-Spirited on the left side. When students snap a picture, the words "are suddenly accompanied by nouns that illustrate LGBTQ folks are people they know, respect and love," according to AdWeek.
"We wanted to send a positive message to students that we are all more than just our gender identity and sexual orientation," Toronto PFLAG president Anne Creighton said. "Our mission is to get students talking about these things, so the novel and shareable nature of this poster was a perfect fit for our message."
Watch the ad switch between the two messages: