All Out, New International Program Grantee, Profiled in New York Times
Campaign Encourages People to Go ‘All Out’by Stuart Elliott, New York Times
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, allout.org, 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) nonprofit group, said Jeremy Heimans, 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 ColorofChange.org, an organization aimed at African-Americans. “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 world.” “It’s almost the last frontier of human rights,” he added.