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I spend a lot of time throughout the year telling clients they need some history of support outside of June. (We can debate the merits later) and also as a company- HRC scores, employee groups, etc.
Bowl Leader
I think designing campaigns that live on and have iterations beyond Pride is a good start. A campaign that begins before and continues after the month of June that includes more than just representation, but giving back to the community in a meaningful way. Brands also need to take a look at their internal culture and make sure they're representing their own people correctly before they do this outwardly. I think maybe the creation of a GEM score for LGBTQ+ representation could be an interesting concept to throw around too.
I started writing a Medium post on it awhile back but never published cause I’m just a wee little mid-level, so anyone with more experience and insight want to share, I’d be happy to put it all together 😊 or if anyone has other ideas...?
Yeah who cares about your level, share it! Your opinion is valid.
I worked for a small agency that was all about being “inclusive”. As the token gay, I vetted the ideas the (straight) people had and basically only approved concepts that had to do with giving some $$$ back to my community. Pay up, straights!
is gay pride messaging and inclusiveness immediately issue based?
I wish companies would represent/support our community year round, rather than making a statement during Pride then failing to recognize us until the following year. It’s just so transparent.
I agree. Just had success last year with a client to capture assets during world pride but run it starting in September through end of year to continue to demonstrate commitment all year. Had some other success of just inclusion of talent and stories throughout the year too. Not always easy but getting easier.
Representation in ads year round is better than tokenism in ads for a month. Guide done.
Stock copywriter answer but I think a lot of brands get the sentiment right, but the language wrong. Whether that's using the phrase 'gay pride' or using not using more gender inclusive terms.
I'd be really keen to collaborate on a guide like this.