The Pinnacle Foundation, an Australian LGBTQIA+ education charity, has launched a new campaign titled 'Make Awkward Awesome' aimed at encouraging parents to engage in discussions about sexuality and identity with their children.

The group's goal is creating a safe space for potentially LGBTQIA+ kids. This initiative is a collaborative effort between Cocogun, Good Oil, Initiative, and UnLtd, and includes elements such as TVCs, outdoor, radio, cinema, and online creative components.

The TVCs were directed by Connor Pritchard, who expressed his honour in being part of the project. The media strategy and campaign creation were led by Initiative.

According to a 2021 report by La Trobe University, 43% of LGBTQIA+ young people are rejected by their parents when they come out. The Pinnacle Foundation aims to address this issue by providing scholarships, mentoring, and opportunities for young LGBTQIA+ Australians to continue their education and reach their full potential.

"We exist to help LGBTQIA+ youth realise their full potential. That starts with the love, support and understanding of their family," CEO and Managing Director of the Pinnacle Foundation, Andrew Staite, stated. "The core aim of this campaign is to encourage parents to embrace awkward conversations with their kids to reinforce that no matter what their sexuality or identity is, they’ll still be loved unconditionally."

Marketing Manager at the Pinnacle Foundation, Tim Lai, emphasised the importance of parental support for the wellbeing of LGBTQIA+ young people.

"This campaign will hopefully encourage parents to lean in and create safe, supportive home environments," he said.

Creative Partner at Cocogun, Ant Melder, pointed out many LGBTQIA+ young people face family rejection, which negatively impacts their lives.

"But rather than focusing on the negative effects of rejection, we wanted to remind parents about the positive effect they can have on their kids’ lives by leaning in, showing their support and providing a safe, loving environment," Melder said.

Account Director at UnLtd, Emily Long, praised the collaboration between Cocogun, Good Oil, Initiative, and The Pinnacle Foundation, stating the campaign has the potential to change many young LGBTQIA+ lives by encouraging parents to have vital conversations with their kids about their sexuality and identity.

Head of Impact at Initiative, Danielle Galipienzo, said it was an honour to support The Pinnacle Foundation in spreading this crucial message to drive true behaviour change.

"This is an incredibly worthy cause, personally close to my heart," she added.