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We also worked with LGBTQ+ influencers to spread the message across social media. When our agency produced films for Google for Transgender Awareness Week, we partnered with GLAAD to ensure the stories were told authentically. Partner with LGBTQ+ nonprofits and influencers. Videos about real people and experiences can reshape the narrative, change the conversation, and lead to lasting transformation. For example, Gillette’s 2019 ad about a father teaching his trans son to shave for the first time was a powerful example of love and acceptance. One of the most effective ways for brands to promote acceptance is through releasing marketing campaigns that normalize the LGBTQ+ experience.
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Choices in language and copy are a crucial aspect of any marketing campaign, but especially when it relates to a community that is often mislabeled. Avoid using gendered language like “hey guys.” Gather the insights of your own employees who are part of the LGBTQ+ community as well as DEI consultants to ensure your message is received as intended. Make deliberate and carefully researched choices when writing a marketing script or social media copy. Ask for feedback on ways to improve to ensure that LGBTQ+ employees are always safe and supported at work.Ĭhoose the right language. Create a zero-tolerance policy for derogatory jokes and comments. Foster a safe environment to learn, grow and ask questions in. Hire people who promote equality in practice and not just in theory. Producing an outwardly successful Pride Month campaign is irrelevant if you haven’t first cultivated a work environment where your LGBTQIA+ employees feel safe and valued.
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Donate money to LGBTQ+ organizations, support pro-LGBTQ+ legislation, and create diverse campaigns year-round.Ĭhampion your employees. Commit to the day in, day out work of social transformation. Stand with the community not just in principle but in practice. Brands have a unique opportunity to spark conversations and change perceptions by creating inclusive marketing campaigns that celebrate the LGBTQ+ experience. While it’s important for people to take a stand on an individual level, it’s also essential for brands to show genuine allyship. The LGBTQ+ community deserves to be fully supported in their quest to live safe, fulfilling and happy lives. Embrace true support for the LGBTQ+ community.