Take a look at my final presentation to the AdCouncil for The Big Ad Gig competition. Didn\'t win, but judges dug it.

1. Think Before You Speak
Claudio Venturini

2. insights
Teens may not mean any harm when they say
homophobic slurs such as
“That’s so Gay,” “Faggot,” “Dyke”.
The reality is, they still hurt.

3. insights
We’ve learned that this type of language
is very destructive to LGBT teens and
leads to more overt harassment.

4. plan
Because these slurs are a part of teens’
vernacular, we have to proceed carefully or risk
aggravating the prejudice this campaign
seeks to reduce.
With humor and a program to endorse,
we can deliver a sensitive message
that has a broad appeal.

5. Idea
Develop an event for teens to
participate in that actively tries to reduce
the prevalent use of homophobic slurs.

7. Every month we’ll ask teens for their pledge
to not use destructive language such as
“So Gay,” Dyke,” “Fag”... and leave
the destruction to the pros,

8. Our first project could entail 5000 pledges
needed to complete the imploding
of a large abandoned building.
The next, perhaps an old submarine.
Every pledge we receive counts
as one stick of dynamite,
validating teens’ positive actions
through a visual experience.

9. When all the pledges are in, the countdown
begins for the destruction to take place (can be CG).

10. Down with Homophobic Slurs TV
Use multi-channel episodic content
to promote the event.
Live look-in executions show the
Destructibles place
your dynamite on location.

11. Through online channels, the Destructibles
reach out to individuals and thank them for
their actions and continued support.
Run contests for the chance
to be the one to pull the trigger.
Broadcast the implosion on TV
or as a live event online.

12. By asking teens to pledge not to use
homophobic slurs we are actively trying
to remove these slurs from their vernacular.
Whether they do it because they want
to be a part of an event, or because they
have begun to understand how powerful
their language can be, we are helping
all students feel safe in school again.

13. TV
SET NO MORE :30TV
OPEN ON A FULLY BUILT MINIATURE SET OF A CITY.
THE DETAILS ARE JUST WONDERFULLY CRAFTED.
A MAN WALKS INTO FRAME AND TALKS INTO CAMERA
MATTER-OF-FACTLY.
MAN: When you use homophobic language out of habit,
without ever thinking about the effects it has on others,
you don't need to crush something to show how
damaging this language can be.
CONTINUES TO WALK TOWARD THE MINIATURE CITY SET
AND CASUALLY GRABS A LARGE HAMMER.
MAN: We don't need to…. but heck.... we really want to.
CUT TO A SHOT OF THE MAN SWINGING WILDLY
CRUSHING THE SET AND EVERYTHING AROUND HIM.
CUT TO A BLACK SWEEP
AVO: You don’t need to say “That’s so Gay” to say
what you need to say. Think before you speak.
ThinkB4YouSpeak.com

14. Thank you
claudioventurini.com