WE ARE FAMILY: A Photo Essay

PROBLEM:

  • Hallmark employees and leaders wanted to become better at planning and developing product that doesn't exclude LGBT people or their relationships

  • Hallmark employees and leaders wanted to increase their empathy and understanding of their own team-members who were LGBT

SOLUTION:

  • Create a photo essay series that would highlight the human universals we share. The first one would be focused on families and relationships that had and LGBT element. Each family or relationship also had at least one Hallmark employee to add personal relevance and impact.
     

  • Directed photo and video shoot, cast the families to be photographed and interviewed, and developed the interview questions. Their answers were displayed in the gallery.

 

OPENING STATEMENT:

Some families look very different...at first glance.
They are part of the new norm,broadening our concept of how “family” is defined today.

There are times when these external differences
cause us to forget the powerful “universals” we share...

The hopes and dreams we carry in our hearts,
the meaningful moments and sweet memories
that over time, build the fabric of family.

We are all simply people living day to day,
doing our best to support, nurture, and love one another.

We are family.

RESULT:

  • A moving and powerful photo essay that received great feedback from leaders that it made an impact on them and their employees by changing their perspectives of LGBT people
     

  • After this photo-essay, our LGBT employee resource group received numerous requests to give input on product development.