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Recap & Highlights RECAP & HIGHLIGHTS Millions went purple with GLAAD on October 20, 2016 for Spirit Day in a stand against bullying and to show their support for lesbian, gay, bisexual and transgender (LGBT) youth. Since its inception in 2010, Spirit Day has become the largest, most visible anti-bullying campaign in the world and continues to gain momentum, garnering significant visibility for GLAAD and its partners. PARTNERS Spirit Day was made possible by the generous support of its presenting partners Target and Wells Fargo; official partners NBA & WNBA, NFL, Viacom, and WWE; and supporting partners American Eagle Outfitters, Barilla, Comcast NBCUniversal, Kellogg’s, Kirkland & Ellis, Toyota Financial Services, and Zipcar. PRESENTING PARTNERS OFFICIAL PARTNERS SUPPORTING PARTNERS ® GLAAD PRESENTS #SPIRITDAY | 3 HIGHLIGHTS (1/6) From forward-thinking companies like Target 1.8 BILLION IMPRESSIONS and Wells Fargo, to global leaders like Barack Obama, to respected celebrities like Ellen 1.8 BILLION IMPRESSIONS DeGeneres and Kerry Washington, Spirit Day reached a diverse audience that made support 1.8 BILLION IMPRESSIONS for LGBTQ youth go viral. Here are some of the 1.8 BILLION IMPRESSIONS highlights from the 2016 campaign: 1.8 BILLION IMPRESSIONS Spirit Day was a worldwide trending topic on both Twitter and Facebook, generating over 1.8 billion impressions on the Laverne Cox, Kerry Washington, Britney day of the campaign. Spears, Ellen DeGeneres, Ricky Martin, Tatiana Maslany, Tegan and Sara, Jimmy Kimmel, Jazz Jennings, Lance Bass, Ellen Page, Kristen Bell, Ted Danson, Caitlyn Jenner, Cher, Kristin Chenoweth, and many other celebrities took a stand against anti-LGBTQ bullying. President Barack Obama showed his support for Spirit Day by wearing purple during a press conference. Other participating public officials included former secretary of state and Spirit Day went Democratic presidential global again this year, candidate Hillary Clinton, and GLAAD’s Spirit and Senators like Chris Day Resource Kit was Murphy, Kirsten Gillibrand, translated into multiple and Al Franken. languages in order to increase international awareness about bullying. The translations were made possible by a generous grant from Google supporting GLAAD’s Global Voices Initiative, and the Global Spirit Day resource kits were presented by Logo’s Global Ally campaign. GLAAD PRESENTS #SPIRITDAY | 4 HIGHLIGHTS (2/6) Spotify released a Spirit Day playlist, #SpiritDay Strong, in partnership with Target. The playlist, along with Target’s banner ads on Spotify, reachec over 44 million listeners with messages of support for LGBTQ youth. The White House staff wore purple to show their support for LGBTQ youth and stand united against bullying. iHeartMedia supported Spirit Day on-air with anti-bullying PSAs featuring Lady Gaga, Troye Sivan, Elvis Duran and Andy Grammer. iHeartRadio, iHeartMedia’s all-in-one streaming music and live digital radio service, went purple in-app, on iHeartRadio.com, via social media and on its Snapchat Discover channel. GLAAD PRESENTS #SPIRITDAY GLAAD PRESENTS #SPIRITDAY | 5 HIGHLIGHTS (3/6) Once again, Viacom was an active participant in Spirit Day, with MTV, VH1, Comedy Central, TV Land, SPIKE, and Logo TV going purple online and on air in a stand against bullying. CBS, NBC, Freeform, MTV, Univision, Bravo, and HBO were among some of the television networks to celebrate Spirit Day. The Today Show, Good Morning America, The Talk, CBS This Morning, Univision’s Despierta America, and Telemundo’s Un Nuevo Día are just a few of the morning shows who went purple live on the air. In the evening, The Tonight Show with Jimmy Fallon and Jimmy Kimmel Live joined in as well. GLAAD PRESENTS #SPIRITDAY | 6 HIGHLIGHTS (4/6) Kellogg’s hosted a special kick-off event at the Kellogg’s Cafe in Times Square with GLAAD staffs, featuring a signature “Official Spirit Day Bowl,” and a performance from America’s Got Talent finalist Brian Justin Crum. On social media, Kellogg’s and 10 of its iconic brands went purple on social media, encouraging followers to share their personal stories. Kellogg’s employees also showed their support for Spirit Day in a video voicing their support for anti-bullying initiatives. Freeform shows, including Pretty Little Liars, Shadowhunters, Baby Daddy, Young & Hungry, Famous GLAAD created an original video, in Love, Stitchers and more posted “Stand Up To Bullying”, that pictures of cast members and Spirit featured several LGBTQ youth Day badges, and encouraged fans to discussing their personal experiences, go purple for Spirit Day. and continued to share their Anti- Bullying PSAs. GLAAD PRESENTS #SPIRITDAY | 7 HIGHLIGHTS (5/6) Sports leagues like the MLB, NFL, NBA/WNBA, Streaming service and the WWE stood in solidarity with GLAAD by going Hulu celebrated purple on social media platforms. LGBT athletes like Spirit Day by Michael Sam and Darren Young went purple and made promoting a special statements in support of LGBT youth online. selection of LGBTQ- inclusive television series and short films on their homepage. Spanish language activations for Spirit Day included national newscasters, celebrities, and media outlets. Among the many hosts and personalities who went purple for #SpiritDay were programs like Acceso Total and Suelta la Sopa, Acqui y Ahora, Omar y Argelia, the cast of morning show Despierta América, along with Ana Patricia Gamez, Ilia Calderón, Yarel Ramos, Rashel Diaz, Ana Maria Polo, Gaby Espino, Teresa Rodriguez, Satcha Pretto, Pamela Silva Conde, Maity Interiano, Enrique Santos, Raul Brindis, and Francisco Pancho Mercado. Spirit Day was covered by Spanish language publications including Chueca, Entorno Inteligente, Holaciudad, KMEX, KSTR Radio, La Opinion, La Prensa Latina, Medium, Noticias 60 Telemundo, People en Espanol, Univision, Un Nuevo Dia, and WNJU Telemundo. GLAAD PRESENTS #SPIRITDAY | 8 HIGHLIGHTS (6/6) Transgender Bisexual organizations ctively participated celebrities, advocates, and in Spirit Day this year. The BiCast hosted a organizations showed special Spirit Day podcast with GLAAD’s their support for Spirit Day, Alexandra Bolles detailing the dangers of including Laverne Cox, Jazz bullying and the necessity of creating visible Jennings, Caitlyn Jenner, support for bisexual youth. Other bisexual Alexandra Grey, Zachary organizations include the Bisexual Organizing Drucker, the cast of Oxygen’s Project, the Bisexual Resource Center, and STRUT, and Carmen Celebrate BiNet USA. Carerra who went purple on social media. Prominent Bisexuality transgender organizations such as the National Center for Transgender Equality, the Transgender Law Center, and the Tennessee Transgender Political Coalition, also participated. The Curran in San Francisco teamed up with the Oakland School of the Arts for a video in honor of Spirit Day. The video features students singing the empowering “Ring of Keys” from the Tony-award winning musical Fun Home. At colleges and universities across America, GLAAD’s inaugural class of Campus Ambassadors celebrated Spirit Day in various ways, including YouTube videos, photo projects, and rallies. GLAAD PRESENTS #SPIRITDAY | 9 1,865,328,176 WEB & total impressions SOCIAL MEDIA Overall, there were more than 1,865,328,176 impressions, and Spirit Day became a trending topic on Facebook and 3.9 million Twitter. Between August 1 and October 20th, there were over 40,000 Spirit Day pledges taken at www.glaad.org/ spiritday. This is about a 33% increase from last year’s Facebook impressions pledges. On October 20, GLAAD’s Spirit Day pages had over 100,000 page views, 93% of which were unique visitors and 83% of which were new visitors. On Facebook, GLAAD’s posts earned nearly 3.9 Million impressions. The Spirit Day Facebook photo frame had 127.8K uses, resulting in over 14 million views. On Instagram, Spirit Day garnered 8,739 posts from 7,154 198 million users resulting in a 198,848,910 reach and 344K impres- sions. reach on Instagram On Twitter, there were 130,610 posts from 77,477 us- ers, totaling to a 778,451,759 reach and garnering 1,490,485,169 impressions. There was a whopping 541% increase in mentions of #SpiritDay compared to 2015, due in part to GLAAD’s partnership with MLB and Twitter. GLAAD’s Tweets earned 1.9M impressions over this 7 day period. The top influencers on Twitter included The White House, Ellen DeGeneres, Hillary Clinton. The top influencers on Ins- 1.4 billion tagram included Britney Spears, the NBA, Pretty Little Liars, and Disney Channel. Twitter impressions For the first time, #SpiritDay also made an impact on Chi- nese social media, where it garnered 11,873,271 impres- sions on Weibo and 81,000 impressions on WeChat. GLAAD PRESENTS #SPIRITDAY | 10 MOBILE APP In partnership with Toyota Financial Services, GLAAD once again launched Spirit Day apps for iPhone and Android. The free apps provided users with anti-bullying resources, calls to action, and a tool that could turn photos purple and share to Facebook, Twitter and Instagram. 5,000+ unique users 4,000+ 1,000+ 22,000+ total user sessions 14,000+ 7m000+ GLAAD PRESENTS #SPIRITDAY | 11 TWITTER & MLB PARTNERSHIP Twitter and Major League Baseball partnered with GLAAD to create a Twitter emoji to accompany the #SpiritDay hashtag. Any time a user engaged with the hashtag, a purple flag would appear next to it. With the addition of the emoji, use of the #SpiritDay hashtag increased 541%. Additionally, the MLB and its teams went purple on Spirit Day. Billy Bean, MLB’s VP of Social Responsibility & Inclusion, wore a #SpiritDay tee-shirt
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