The nonprofit, Parents, Families & Friends of Lesbians and Gays, recently launched a national multichannel campaign that uses QR codes to bridge mobile and offline media.

Working with Draftfcb in Canada, PFLAG collected inspirational testimonials from the lesbian, gay, bisexual and transgender community sharing stories that convey the importance of having a supportive community. Every creative execution features one of the 14 individuals who were interviewed and a QR code placed over their mouths that leads to their video.

?Rather than have QR codes as an afterthought, these images start with a QR code and make them a central part of the image ? that?s why they have such an arresting impact,? said Robin Heisey, chief creative officer at Draftfcb Canada, Toronto.

?The campaign starts off with these provocative headlines that terminate in QR codes,? he said.?That is one of the interesting things about this campaign ? how it gives a voice to voiceless media.?

Multichannel campaign
The integrated campaign, which is happening in Canada, includes television, newspaper, magazines, out-of-home and online.

It is currently running in public transportation outlets in Vancouver and will roll out nationally over a three month period.

Users who scan one of the mobile bar codes can access the complete series of videos in addition to the video connected with the specific ad being scanned. Users are also encouraged to upload their own stories and connect to the videos created by their family and friends.

The goal of the effort is to not only raise PFLAG?s profile and raise money but to encourage people dealing issues of sexuality to come to meetings.

The organization also wants to reach out to younger people who are coming to terms with their sexuality. This is why it decided to incorporate mobile into its marketing for the first time.

?This audience is very mobile, which is why mobile was one of the first media we considered,? Mr. Heisey said.

Mobile extension
Mobile helps PFLAG engage with this audience and support its message that people dealing with sexuality issues have a community behind them. 

?Mobile extends the conversation that begins on a subway platform or in the pages of a magazine,? Mr. Heisey said. ?The first five words of a conversation start on a poster and the next two minutes of a more intimate conversation are delivered via mobile video.?

Draftfcb and PFLAG Canada partnered with Radical Media, Radke Films and a number of media partners to realize the campaign, attracting over $400,000 in donated media/

?Mobile video provides immediate fulfillment and immediate engagement wherever someone is,? Mr. Heisey said. ?They can initiate an experience right then and there and don?t have to go somewhere to enter a URL.?

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York