The Rainbow Flag has been the symbol of freedom, unity and pride for millions of LGBTQ people worldwide. And more recently, they’ve been embraced by a wider community with great fanfare.

But not everyone is celebrating. The fact is 40% of homeless teens in the United States who come out of the closet are thrown out onto the streets by their parents. Abandoned. Alone. In desperate need of housing, counseling and health care.

Our charge was to communicate the real truth. That we’re not there yet with compassion and love. To reach the thousands of homeless LGBTQ teens, aged 15-19, living on the streets of New York City through a message of authenticity. Then directing them to an online repository of services and hotlines called Out Not Down.

That meant creating a new visual icon that brought them together in solidarity to forge ahead with determination and hope.

We created The Thrown Out Flag. Made of discarded scraps of fabric and designed with the traditional rainbow colors, it represents the struggle, conviction and solidarity of LGBTQ homeless youth.

With each stain and tater, the flag symbolizes the determination of being true to yourself no matter what the price. And builds upon the insight that only through acknowledging suffering can we rise up to take on life’s challenges.

As depicted in outdoor posters, we present the teens wrapped in the flag in all its tattered glory. Tragic yet heroic, these young people hide not their troubles but own them with each grasp of the fabric.

Not falling prey to ubiquitous imagery, the campaign of outdoor, social, online and film embodies the boldness of the teens themselves.

Providing direction to those castoff and bewildered. Giving hope that even though they’ve been thrown out, they will pick themselves back up again.

Statistics emphasize. Design frames. But how do you devise a strategy that transforms those who need it most?

The Thrown-Out Flag sought to remedy this dilemma by demonstrating how intolerance is best combated by being true to oneself. The tattered castaway cloth which makes up the flag is woven together to show how individual strength is not always clean. It isn’t always pristine, because neither are our lives.

It also calls upon the innate instinct to take care of oneself and each other. Providing a platform for the thousands of homeless LGBTQ adolescents in New York City and beyond—to unite and engage in self-advocacy as a step towards combating societal injustice. Then reach out to find support.

Through a reimagining of a well-known symbol, The Thrown-Out Flag shows how the discarded can indeed come together to make inspired, true and meaningful lives for themselves.

Transforming the brightness of the rainbow flag, our flag is slightly faded from overexposure to the elements. Instead of crisp horizontal lines found in nylon, the material we used was cotton–full of wrinkles and creases. Blemished too with tears, rips and holes.

Its tattered look is by design constructed with thrown out fabric. Much like the discarded tribe it represents, these scraps now come together with renewed purpose.

Given out to community centers and health clinics throughout NYC and to cities in the US. Featured in outdoor posters, billboards, direct mail, in-office and social, the campaign was developed with the help of teenage photographers, directors, editors and LGBTQ homeless teens.

For our target, the flag made a bold honest statement and emotional connection. Lifting them out of their isolation to unite in solidarity to a greater collective cause.

In just a few short months, the flag established a powerful symbol of awareness, interest and connection. Challenging prejudices and initiating discussions around LGBTQ homelessness, our campaign produced significant results:

Output/Awareness:

From January 2019 through April 2019, the poster campaign utilized outdoor media channels that created the following impressions:

NYC Bus Shelters & Times Square Digital Billboards: 68,817,166

Action/Business Impact:

As of mid-April 2019, we saw the following substantial increases:

33% increase in online site visits

31% increase in users going to one or more pages

17% increase in site sign-ups

With more than $1.5 million dollars donated in media space, design support, creative resources and tools, the campaign for Out Not Down has emerged from its roots in New York City with plans to spread out to other cities including San Francisco, Boston, Chicago and Austin.