WE ARE FAMILY: A Photo Essay
PROBLEM:
Hallmark employees and leaders wanted to become better at planning and developing product that doesn't exclude LGBTQ people or their relationships
Hallmark employees and leaders wanted to increase understanding of their own team-members who were LGBTQ
SOLUTION:
Create a photo essay series highlighting the shared human experiences that connect us all, starting with families and relationships featuring LGBTQIA members. Each story includes at least one Hallmark employee to bring personal meaning and deeper impact.
Direct photo and video shoots, cast families for interviews, and develop thoughtful questions that capture their authentic stories—then showcase their voices throughout 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:
Created a moving photo essay that deeply impacted leaders and employees, shifting their perspectives on LGBT people.
Sparked increased involvement from the LGBT employee resource group, leading to more input on product development.