Social advocacy and public support of inclusion and equality initiatives from brands has become increasingly important – and expected – among consumers. But, audiences are looking for more than just meaningful messaging, instead seeking out brands that use their platforms to make impactful investments and launch initiatives that reflect today’s consumer values. According to the Advertising & Agency Perspectives on LGBTQ Inclusion study from GLAAD and P&G, “61% of advertisers and 60% of agencies strongly agree that companies that feature LGBTQ people and scenarios in advertising are ‘helping consumers understand and respect LGBTQ people.’”
“While there is broad understanding of the fact that inclusion of authentic LGBTQ representation in advertising promotes positive social change, we first must transform corporate cultures and secure commitments from top management to create meaningful inclusion,” says GLAAD CEO Sarah Kate Ellis.
For Pride month 2021, brands like Procter & Gamble (P&G), Yelp, Orbitz, 1-800-FLOWERS and Kellogg’s are displaying their support for inclusion and the LGBTQ community by introducing inclusive digital campaigns, meaningful strategic partnerships and charitable initiatives.
P&G Partners With GLAAD On “The Visibility Project”
P&G and GLAAD recently introduced their joint venture, “The Visibility Project,” created to “help advertisers and agencies develop more authentic and inclusive messaging strategies.” P&G announced that, over the course of the next three years, it will allocate more than $1 million to aid in the initiative’s efforts. “The Visibility Project will serve as a resource for industry best practices and thought leadership around LGBTQ representation,” notes Marketing Dive reporter Peter Adams, calling the initiative P&G’s “most significant program to accelerate LGBTQ advertising leadership.”
The first step in making The Visibility Project successful is to encourage leading advertisers, brands and agencies to support the project’s mission. For those interested in becoming Visibility Project members, the GLAAD website features a dedicated landing page detailing purpose and member benefits.
Yelp Gives Spotlight To LGBTQ-Owned Businesses
Yelp is celebrating Pride month with the creation of an “LGBTQ-owned business attribute,” connecting consumers with businesses that support the LGBTQ community and wish to “self-identify as LGBTQ-owned.” Participating businesses will be shown as LGBTQ-owned to consumers when browsing the Yelp mobile app or each respective business page on the Yelp website. “It’s clear that consumers are increasingly looking for businesses that are part of the LGBTQ+ community, as the rate of searches on Yelp for LGBTQ+ owned businesses in the U.S. increased by more than 150% in April compared to the same period the year prior,” Yelp shared.
Yelp will also be labeling businesses within the restaurant and nightlife industries as “LGBTQ-owned or open to all” with rainbow map pins throughout Pride month for those looking to celebrate the festivities.
Orbitz Supports LGTBQ Travel With Latest Campaign & Revamped Travel Hub
Orbitz is looking to connect with the LGBTQ community during Pride month with its new “Travel As You Are” campaign and coinciding revamped travel hub, just in time for the reopening of the travel industry and consumers’ upcoming summer plans. The campaign, which encourages consumers to “travel on their own terms, not the ones society created for them,” includes a short film featured on the Orbitz website and various streaming platforms, according to the brand’s official press release. The video “aims to inspire the LGBTQ community to consider booking a trip through Orbitz's updated travel hub that showcases hotels and locations that are more inclusive,” notes Marketing Dive reporter Robert Williams.
The travel hub’s landing page features a number of upcoming event ideas, details on Orbitz’s commitment to supporting LGBTQ travel and hotel options from establishments that have signed Orbitz’s “pledge of inclusion.”
1-800-FLOWERS Promotes Special Deal On Pride Inspired Bouquet
1-800-FLOWERS is enticing consumers to show their support during Pride month with their new #NoLimitsOnLove offering. Now through June 30, 1-800-FLOWERS will be donating 20% of all proceeds from their limited-edition “Pride Bouquet” to support the GLAAD organization, alongside a generous one-time $25,000 donation. Each delivery of the pride-themed bouquet will include a “No Limits On Love” pin and a card noting that the purchase will be benefiting GLAAD. 1-800-FLOWERS is sharing additional details through its dedicated landing page, featuring a blog detailing “how GLAAD is fighting for LGBTQ+ representation and the symbolism of flowers in the LGBTQ+ community.”
Kellogg’s Introduces Limited-Edition Cereal & Coinciding TikTok Challenge
Kellogg’s recently introduced a new “Together With Pride” cereal in partnership with GLAAD. The cereal shares the message that “no matter who you are or who you love, you are too awesome to fit into a (cereal) box.” Promoted alongside the limited-edition product is the #BoxesAreForCerealChallenge in which Kellogg’s encourages consumers to share a picture of their receipt from their purchase of the Together With Pride cereal to TikTok. Kellogg’s has vowed to donate $3 (capping at $140,000) to “support GLAAD's efforts in accelerating acceptance and advancing equality for the LGBTQ+ community.”
Kellogg’s is also promoting new “Together With Pride” stickers for Instagram and Facebook users to include on posts at any time, not just during Pride month. “Kellogg's new Together With Pride cereal will create opportunities for homes and families to have conversations about the importance of acceptance, compassion and understanding, especially when it comes to LGBTQ+ youth,” said GLAAD CEO Sarah Kate Ellis.
Target Partners With Multiple Nonprofits To Celebrate Stories Of Affirmation
In addition to displaying a broad collection of pride products on its #takepride landing page, Target is celebrating “the vibrant multitudes within the LGBTQIA+ community” by partnering with and donating to a list of nonprofits in celebration of stories of affirmation.
GLSEN, Human Rights Campaign (HRC) and Out & Equal are being supported by Target this year through monetary donations and “volunteer hours from our team members.” Target also notes that its Pride+ Business Council is creating “opportunities for team members, including virtual events and experiences, and resources for education and allyship.”
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