IT GETS BETTER by Google Creative Lab

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IT GETS BETTER

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Industry IT & Electronical Components
Media Promo & PR, Case study
Agency Google Creative Lab
Editor Alex Woolfson
Released August 2012

Credits & Description

Category: Corporate Responsibility
Advertiser: GOOGLE
Product/Service: EMPLOYEES LGBT SUPPORT
Director/Producer: Mario Galarreta (Google)
Concept/Coordinator: Tracy Schmidt (Google)
Concept/Talent: John McCallen (Google)
Concept/Talent: Wei Ho (Google)
Concept/Talent: Eric Harvieux (Google)
Editor: Alex Woolfson
Talent: Cynthia Yeun (Google)
Talent: Randy Reyes (Google)
Talent: Shaun Aukland (Google)
Talent: Michael Bolognino (Google)
Talent: Tammy Waterhouse (Google)
Talent: Mark Lentczner (Google)
Talent: Laurence Moore (Google)
Talent: Joey Ting (Google)
Talent: Andrew Oplinger (Google)
Talent: Nick Burns (Google)
Talent: Scott Milagro-Fotre (Google)
Talent: Marco Zennaro (Google)
Director of Photography: Anders Osterballe (Google)
Director of Photography: Will Moran (Google)
Media placement: Video - YouTube and www.itgetsbetter.org - 19 Oct 2010

Summary of the Campaign
A video contribution for the 'It Gets Better Project' from Google Employees.

The Situation
The 'It Gets Better Project' is an online video website founded by Dan Savage on September 21, 2010, in response to the suicide of a number of teenagers in the US, who were bullied because they were gay or suspected to be gay. Its goal is to prevent suicide among LGBT youth by having gay adults convey the message that these teens' lives will improve.

The Goal
The goal of the 'It Gets Better Project' is to prevent suicide among LGBT youth by having gay adults convey the message that these teens' lives will improve.

The Strategy
The It Gets Better: Google Employees video was a grass-roots initiative of the Gayglers (Google's diversity group for LGBT employees, their friends, and allies). The concept originated at the Gayglers email list. Google employees were invited to contribute to this project by sharing their personal testimonies on camera.

Execution
The idea to create a video for the 'It Gets Better project' originated at the Gayglers email list. Google employees were invited to contribute to this project by sharing their personal testimonies on camera. The shoot took place on October 11, 2010. Editing was done over the following week and the video was posted on YouTube on October 19, 2010.

Documented Results
- +540,000 YouTube views
- No.2 Twitter most shared People Video (10/21/2010)
- featured on over 20 popular news sites, including CBS Evening News.
- Honourable mention at TED Ads Worth Spreading initiative.

Most Importantly:
"A few days ago I was trying to find a way to kill myself on YouTube. In the side bar was your company's 'It gets better' video. I don't know why but I watched it. I watched it many times, actually. I had been so depressed after going to so many job interviews and being blatantly told 'no' because I am gay. I just felt like I couldn't do it anymore. I had the rope tied to a beam in my house and was trying to figure out how to tie a noose. I can't believe that I was so intent on doing this. Watching your video made me realize that there are companies out there who will accept me for who I am. I just want to say from the bottom of my heart that you did save a life. Mine. And I am so thankful."