Cocogun, UnLtd and Initiative run poignant new press ad for The Pinnacle Foundation, as part of ongoing ‘Make Awkward Awesome’ campaign

Australia’s LGBTQIA+ education charity The Pinnacle Foundation, has extended its ‘Make Awkward Awesome’ campaign via Cocogun, UnLtd and Initiative, with a range of new assets, including a poignant and emotive new press ad.

Launched in 2024, the campaign encourages parents to break through the embarrassment barrier and talk to their kids about their sexuality and identity. It’s designed to motivate parents to make the first move around this sensitive topic, and create a safe space for their (potentially) LGBTQIA+ kids, rather than leaving the pressure of ‘coming out’ with young people.

The new press ad builds on the idea of parents awkwardly broaching the topic, with insights into the mindset of parents attempting to instigate those kinds of conversations. It’s currently running in mainstream magazines and newspapers across Australia including Who, Woman’s Day, New Idea, The Daily Telegraph and The Herald Sun.

Initiative led the media strategy, channel selection and partner negotiations, delivering scale and impact via 30+ diverse media partners at $0 media spend.

Pinnacle Foundation Marketing Manager Tim Lai says: “Parental support is highly important to LGBTQIA+ young people’s wellbeing. So, at the core of this ongoing campaign is the encouragement of parents to break through the embarrassment barrier, lean in and have conversations that help create safe, supportive home environments.”

Pinnacle Foundation CEO and Managing Director Andrew Staite says: “Our central aim is to help LGBTQIA+ youth realise their full potential. That begins with the love, support and understanding of their family. And that love needs to be unconditional. We want to encourage parents to make it clear to their kids that this is the case, no matter what their sexuality or identity is.”

Cocogun Creative Partner Ant Melder says: “Most parents will know that sense of nervousness, trepidation and awkwardness that accompanies that moment of knocking on their child’s bedroom door to try and have one of ‘those’ conversations. (I definitely do!) With this latest work, we wanted to remind parents that this is normal, but the positive effects that can come from creating a safe, supportive, loving environment make working through the cringe more than worth it.”

Kath Solly, Impact Account Director, UnLtd, says: “This is another inspiring chapter in a powerful partnership between ourselves, Cocogun, Initiative and The Pinnacle Foundation. With every burst of activity, we’re spreading the message further, encouraging more awkward conversations, and aiming to change the lives of young LGBTQIA+ people for the better.”

Danielle Galipienzo, Head of Impact, Initiative, says: “This campaign just goes from strength to strength. As ever, we’re honoured to support The Pinnacle Foundation and help change hearts and minds with this all-important message.”

Client: The Pinnacle Foundation
CEO and Managing Director – Andrew Staite
Marketing Manager – Tim Lai

Social impact partner: UnLtd
Director of Impact – Jade Harley
Impact Account Director – Kath Solly

Creative agency: Cocogun
Creative Partner – Ant Melder
General Manager – Emily Hahn
Design Director – Chris Clausen

Media agency: Initiative
Group Business Director & Head of Initiative Impact – Danielle Galipienzo
Comms Design Manager – Joe Douglas
Investment Manager – Ashutosh Matai
Investment Associate – Kunal Mulani
Investment Associate – Max Rasmus

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