Not Another Second

Award-winning project, art exhibition and documentary counting the years lost by LGBT+ seniors

CHALLENGE

LGBT+ elders faced decades of discrimination. 50 years ago homosexuality was a crime, 10 years ago LGBT+ adults were discriminated against in the army, and only 6 years ago same-sex marriage became a constitutional right. Many of them were forced to live double lives, marry, have children, and hide their true identities from their families.

EXECUTION

To demonstrate the devastating toll of discrimination, we added up the number of years that 12 LGBT+ elders lost hiding their true identities, which totaled 485 years. We transformed Watermark retirement communities into interactive art galleries, using photography, film, and augmented reality to cast a light on the personal stories and harsh realities of LGBT+ elders. We also published a book that was sold worldwide, raising funds for LGBT+ youth.

RESULTS

The exhibit sold out in a matter of days, both in York to Los Angeles. With 0 media budget, the campaign made national and International news including The New York Times, The Guardian, NBC, New Yorker, La Times, and CBS News, with a total of over 200 media hits, 2,6 Billion media impressions, and a $24 Million earned media value. It increased overall brand awareness in the US by 300%. But most importantly, Watermark changed the senior living acceptance policy across the US to combat the discrimination against LGBT+ elders who are estranged from their families.