Client: Albert Kennedy Trust
A collection of some of the biggest names in theatre, television and music have come together to help the Albert Kennedy Trust in the first LBGT (Lesbian Bisexual Gay Transgender) TV charity campaign.
Sir Ian McKellen, Paul O’Grady, Sue Perkins, Samantha Fox, Kieron Richardson and Andrew Hayden Smith all star in the advert, that debuted on June 10. Going beyond the traditional charity association, the stars not only act as ambassadors but go one step further by putting themselves in the shoes of those that the charity seek to help.
The launch campaign called AKT Now has been created by TBWA\London for the Albert Kennedy Trust, a charity set up specifically to help and support disadvantaged lesbian, gay, bisexual and Transgender individuals, up to the age of 25, who have faced homophobic bullying, abuse and homelessness.
Appearing in compromising and life-threatening situations, the celebrities have been filmed in chillingly-haunting scenarios that portray how their lives could have been. The Trust helps on average 1,500 young people per year but, as Sir Ian explains “It’s just depressing that twenty-five years on there is more need for the Albert Kennedy Trust than ever.”
Homelessness is a serious issue for many of the UK population, however, in the LBGT community there are further implications such as hate crime, unaccepting families and isolation, which can lead to victims sleeping rough, facing abuse and turning to prostitution, crime and drugs.
Sue Perkins comments: “We live in a really fortunate corner of the world – we’re affluent and we’re lucky, and for people to still suffer because of the prejudice of some is unforgivable.”
Complementing the film is a musical backdrop of the iconic track ‘Creep’. This is covered by Scala and the Kolacny Brothers.