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to Section One | to Arts & Entertainment
posted Friday, June 28, 2013 - Volume 41 Issue 26
AT&T launches 'Live Proud' campaign
Section One
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AT&T launches 'Live Proud' campaign

Telecom giant's social media promotion to benefit Trevor Project

by James Whitely - SGN Staff Writer

On Sunday, June 30, representatives from the U.S.-based telecommunications giant AT&T will join the Seattle Pride celebration on behalf of the company's 'Live Proud' campaign. The advertising and fundraising campaign encourages Pridegoers to utilize social media to promote the campaign and AT&T. The company will contribute a minimum of $25,000 up to $50,000 to the Trevor Project, the national leader in crisis intervention and suicide prevention services for LGBTQ youth.

Now through June 30, participants can raise funds for the Trevor Project via the campaign through the social media platforms Facebook and Twitter. For every 'like' the AT&T 'Live Proud' Facebook page receives, AT&T will donate one dollar. Whenever someone retweets an @ATT, @TrevorProject, or @adamlambert tweet that mentions #attliveproud on Twitter, AT&T will donate 50 cents.

'AT&T recognizes the importance of marketing and respecting all diverse segments, and the LGBTQ segment is no different,' said Jennifer Jones, the company's vice president of diversity markets. 'We show our support through our creation of unique marketing campaigns, advertising in LGBTQ media and sponsoring LGBTQ events.'

At time of print, the Facebook page has 7,643 'likes,' so presumably there's much more money to be raised.

TELL YOUR STORY
To further entice participation, AT&T is holding a photo and story contest. Anyone can submit an image or story that represents an AT&T 'Live Proud' moment to enter for a chance to win one of 10 places (with one guest each) to attend the AT&T 'Live Proud' VIP Experience with Adam Lambert. This prize package includes travel accommodations, a meet-and-greet with the American Idol runner-up-turned-superstar, and a private concert.

Select photos and stories will also be used to create an inspirational video montage in support of LGBTQ youth.

'We invite you to join us in this movement as we raise money for the Trevor Project, the national leader in crisis intervention and suicide prevention services for LGBTQ youth. Our presence in Seattle is just one part of a greater movement by AT&T that seeks a more inclusive society, empowering LGBTQ individuals to live proud,' said Dora Lorenzo, Director of AT&T Diverse Marketing.

AT&T's 'Live Proud' campaign has already visited various Pride events around the country, many of which AT&T itself has sponsored.

While there's plenty of information on the campaign's Facebook and Twitter pages, those interested in the story and photo contest must visit www.attliveproud.com to enter and read the official rules. Seattleites can stop by AT&T's booth at Seattle PrideFest, of which AT&T is the presenting sponsor, to learn more about the campaign and AT&T.

'I want to encourage LGBTQ youth to live proud and let their voice be heard,' said Lambert of the campaign. 'Whether it's changing a status on Facebook or kissing in public, live free!'

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