Grey New York creates “The Pause” with Procter & Gamble to encourage people to #LeadWithLove
Procter & Gamble, an American multinational consumer goods corporation, once again commemorate Pride Month with “The Pause,” a new short film from Grey New York. The pause is that moment of hesitation for an LGBTQ+ person before meeting someone new. Those seconds of apprehension before introducing a partner, whether they are 17 or 70, and deciding how much of themselves to reveal to others.
The understated film features the poignant reflections of members of the LGBTQ+ community as they talk about the pause. The worries about social stigma, pride in self-affirmation and the same hopes for the dignity and equality everyone aspires to. The 60-second film ends with a simple human truth, “When love surrounds, there is no pause.” #LeadWithLove.
The film is meant to encourage the broader community to notice, reflect and realise how their reaction and acceptance can make a difference in many lives. P&G and its brands are working to raise visibility and bring others together to raise US$5m/£4.03m for LGBTQ+ communities most impacted by Covid-19 with Can’t Cancel Pride in partnership with iHeart Radio.
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