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Media Decoder Blog - NYT

Campaign Encourages People to Go ‘All Out’

Stuart Elliott

NEW YORK - An organization that will ask people around the world to help secure
rights for those who are gay, lesbian, bisexual and transgender is
giving a sneak peek at its efforts.

The organization, called All Out, is to formally introduce itself in
early 2011. In the meantime, in kind of a teaser campaign, its Web site,, is going live on Wednesday.

Site visitors can watch a video clip that explains what All Out hopes to accomplish; the video can also be watched on YouTube.

All Out, with the motto “Equality. Everywhere,” is an initiative of
the Purpose Foundation, created by the founders of an agency in New
York known as Purpose.

Purpose, which specializes in working with advertisers and nonprofit
organizations on what is called cause marketing, recently started a
campaign, Hello Electric, that promotes the virtue of electric cars and
encourages consumers to buy one, whatever the brand.

The Purpose Foundation was formed as a 501(c) (3) not-for-profit,
said Jeremy Heimans, who is chief executive of Purpose and president of
the Purpose Foundation. All Out was conceived by Mr. Heimans and Andre
Banks, the director for strategy at Purpose who is also a former
deputy director of, an organization aimed at

“The mission of the Purpose Foundation is to build global movements
to solve problems,” Mr. Heimans said, and in this instance, “there isn’t
a strong, powerful voice for L.G.B.T. people in many parts of the

“It’s almost the last frontier of human rights,” he added.

All Out and the foundation have already received a grant of $125,000
from the Arcus Foundation, which supports organizations around the world
that help lesbian, gay, bisexual and transgender people.

“Sexual-orientation and gender-identity rights-based work is one of
most under-funded efforts in the world,” said Carla Sutherland, director
for the international sexual orientation and gender identity rights
program at Arcus in New York.

Only about $20 million is spent each year for that work outside of
the United States and Europe, Ms. Sutherland said, compared with an
estimated $250 million a year in the United States alone.

“There’s very little money that has to go very far,” she added, so an
initiative like All Out, which encourages “lots of people to be giving
small donations on a regular basis internationally,” could make a

The Purpose Foundation worked on the video, which runs almost two
minutes, with Found Object Films. It features people in countries around
the world speaking of their support for the rights of gay, lesbian,
bisexual and transgender people while describing the problems those
people confront in many countries.

Some people in the video hold up signs that say “I’m going All Out
because … ” and other people hold up signs explaining the changes that
All Out hopes to achieve in areas like marriage rights and employment

“Together, our tweets, voices and texts will make them pay
attention,” other signs declare. All Out will have a presence in social
media like Facebook and Twitter (@alloutorg).

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