LGBTQ+ Inclusive Marketing Committee Thought Leadership

CARE WITH PRIDE is a trailblazing advocacy marketing initiative designed by Target10 to champion full equality, inclusion, and care for the LGBTQ+ community while driving love and loyalty for some of the country’s best-known-brands including Tylenol and Neutrogena, among others.

Earlier this year, ANA AIMM released a new study that covers the U.S. perception of inclusivity in advertising, particular to LGBTQ, and assesses consumers' expectations of brands. In this session, ANA AIMM shared the results of the survey and what it means for brands.

In a session held during an August 2023 meeting of the ANA’s DE&I Forum Committee, the Gay and Lesbian Alliance Against Defamation (GLAAD) shared terminological guidance, as well as illuminating data on the LGBTQ+ community and recommendations for marketers seeking to act as its ally.

Sabrina Kent, EVP of programs and external affairs, gave a brief overview of the National LGBT Chamber of Commerce and how it is working with businesses to improve representation of and engagement with the LGBTQ+ community.

Terrence McLaughlin, associate media manager at PepsiCo, provided an overview of his brand’s Pride 2022 campaign, which centered around the promotion of a short film. McLaughlin covered the media strategy and identified how the brand overcame a handful of unique challenges.

When North Carolina’s Lieutenant Governor attacked the LGBTQ+ community in a vituperative speech, Ponysaurus Brewing Company and its agency Baldwin& quickly worked with LGBTQ+ charities and influencers to create social posts, videos, and a website to launch the Lieutenant Governor's "Fund for the Fabulous."

Getty Images developed an LGBTQ+ collection of images and a guidebook for its use with GLAAD. The company shared best practices for visual storytelling to help marketers and creators identify and leverage imagery that accurately reflects the LGBTQ+ community in all aspects of their identity.

Pantene shared how it is providing visibility and hope to the community through Isa, a transwomen — giving her the Quinceañera celebration she never had.

Come Out to Work is raising awareness in the advertising, marketing, and communications industry by encouraging leaders to create work cultures where LGBTQ+ talent feel comfortable being out in the workplace.

The HRC created “The Reality Flag,” an American flag with 29 stars stripped away — a stark symbol that exposes reality for LGBTQ+ Americans. Hear how this award-winning work came to be and lessons learned.

As marketers, we all aspire to connect with culture, to celebrate it, or even create it — but most trail behind it. Cultural strategy pioneer Nic Allum and Kate Wolff, Lupine Creative CEO, introduced Do the WeRQ, a rising platform for queer advocacy and share-of-voice in marketing.

Do the WeRQ and DISQO have partnered for two years running to benchmark receptivity to LGBTQ+ advertising content. This year they also looked at consumers' expectations as related to brand purpose and social activism. Marketers have long discussed that addressing the LGBTQ+ audience with relevant and authentic messaging is imperative for brand growth.

Tom Roth and David Paisley from CMI discussed the recent 16th Annual LGBTQ Community Survey (n=15,000 LGBTQ Americans), as well as advertising and marketing best practices to reach and serve this important segment.

Jägermeister evolved a meaningful piece of content for The Lesbian Bar Project into a fully integrated global campaign that produced real tangible results.

John Frieda Haircare leaned into its brand purpose to celebrate Pride Month and leveraged retailer programs to help further amplify their partnership with GLSEN and voices in the LGBTQ+ community.

WarnerMedia’s Amy Tunick, VP of operations and activation, and Jordan Shavarebi, a filmmaker, shared insights and learnings after creating and planning its interactive and curatorial campaign and exhibit “Queer City: A CNN Experience.”