MxMIndia

Tag: LGBTQ

  • Intended to equip brands, advertisers, marketing communicators

    WPP unveils new study into LGBTQ+ marketing and its future

    By Our Staff

     

    Unite, WPP’s LGBTQ+ community, and Choreograph, WPP’s global data products and technology company, has launched Beyond the Rainbow, a new study into LGBTQ+ marketing and its future. The study surveyed 7,500 LGBTQ+ and non-LGBTQ+ people in the United States, United Kingdom, and Canada to better understand their perceptions and experiences of viewing LGBTQ+ identities in media and advertising. Note: not India. Beyond the Rainbow is intended to equip brands, advertisers, marketing communicators and others in the industry with actionable data and insights to help build a more inclusive future.

     

    Spearheaded by an all-queer team from WPP Unite with representation from BCW, Choreograph, Hill+Knowlton Strategies, Hogarth, Landor & Fitch, EssenceMediacom, The&Partnership, VMLY&R and Wavemaker, the study releases insightful new data calling for more authentic representation of LGBTQ+ identities in advertising, the need for long-term support beyond Pride month and the role of queer media in culture and brand communications.

     

    Among young people, queer media has become truly mainstream: 93% of LGBTQ+ 18–24 year olds and 85% of non-LGBTQ+ 18–24 year olds actively seek out queer media, proving its universal appeal

     

    Despite widespread appeal, the quality and quantity of queer media needs improvement: Just 38% of those who seek out queer content are satisfied with the way LGBTQ+ people are represented, and 2 out of 3 LGBTQ+ people want to see more queer representation.

     

    The annual change of logo may be where communications start but shouldn’t end: 52% of LGBTQ+ people told us that they do like it when brands change their logos to the rainbow flag colours during Pride month. However, there’s a clear desire for more year-round support, as 3 out of 4 LGBTQ+ people and half of non- LGBTQ+ people think brands should do more to support LGBTQ+ people outside Pride month.

     

    Beyond the Rainbow explores LGBTQ+ identity, media, and communications today, and provides commentary on how that might evolve tomorrow. It offers actionable insights and suggestions from industry experts on how brands can succeed in what will be a more informed future of LGBTQ+ marketing.

     

    Said Michael Houston, President of WPP in the US: “In a world where the LGBTQ+ community continues to face discrimination and violent attacks – both in the workplace and in life – the power that our industry has to create change should not be underestimated. As a global company of over 100,000 creative thinkers and makers, WPP has a responsibility to educate and empower our people, our clients, and our allies to positively and meaningfully influence the cultural representation of the LGBTQ+ community through marketing, advertising and communications. Right now is an incredible moment and opportunity for brands around the world to use their influence to impact society for good.”

     

    Added David Adamson, Founder and UK Co-chair for WPP Unite: “Our goal in launching Beyond the Rainbow is to help shed light on opportunities to create inclusivity and broader acceptance of the LGBTQ+ community beyond just Pride month. As more people identify under the LGBTQ+ umbrella, being genuine and inclusive in everything we do is more crucial than ever for brands to be relevant. At WPP, we can help advise on the best approach for inclusivity and representation, reflective of today’s changing culture.”

     

  • To encourage overcoming workplace biases

    Monster.com drives inclusive workplaces for LGBTQ+ community

    By Our Staff

     

    As part of PRIDE celebrations, Monster.com, online career and recruitment resource, has launched a campaign called #ComeOutAsAlly to encourage safe and inclusive workspaces for the LGBTQIA+ community. The 50-day campaign will consist of workshops, LGBTQIA+ influencer curated content, interview features with community members and allies, and will finally culminate with a five-day D&I recruitment fair – Triumph.

     

    Speaking on the campaign, Saurabh Srivastava, Chief Marketing Officer, Monster.com said: “Creating a diverse and inclusive work environment is every organisation’s priority today, but most of us don’t know where to start. Understanding and unlearning biases through self-evaluation is a key step for employees, HR, and top management. Our ambition through this campaign was to create awareness and challenge people’s thoughts on overcoming workplace biases starting from our own workplace at Monster as well as others, encouraging more people to come out as allies. Moreover, our annual D&I job fair TRIUMPH is back again this year, championing the cause of diversity in the Indian job space and paving the way for equitable working opportunities for all.”

     

  • Will be responsible for content and revenue

    Falguni Shah appointed MD of EORTV

    By Our Staff

     

    Falguni Shah
    Falguni Shah

    EORTV, the LGBTQ+ OTT platform, has named Falguni Shah as Managing Director of its OTT business.  Shah will be responsible for the rollout and management of EORTV’s content and revenue. She will also be handling the brand to create awareness for the Indian market.

     

    Speaking on the occasion, Falguni Shah, Managing Director said: “We have a huge responsibility to entertain our audience with relevant content. Also because LGBTQ is a sensitive topic in India, we are catering to the content demand with utmost care taking into consideration the sentiments of our audiences. Content is of prime importance to us. We’ve been building an innovative OTT business which we now plan to further accelerate this year.”

     

  • OkCupid Launches new digital campaign to celebrate stories of the LGBTQi Community

    OkCupid launches digital campaign, #LoveAtFirstPride

    By A Correspondent

     

    To celebrate stories that come to life everyday, OkCupid has created a video capturing three diverse answers to questions on the app. Every answer presents the joy and freedom experienced by the LGBTQ+ community in their pursuit for meaningful connections. The digital campaign, #LoveAtFirstPride celebrates love beyond binary identities.

     

    Said Melissa Hobley, CMO, OkCupid: “The most beautiful, meaningful and rewarding connections are formed when people are able to identify and are celebrated as their authentic selves. With 13 sexual orientations, 22 gender options and over 3000 questions on the platform, we make sure our users are matched with people on the same wavelength as you. This pride month, we join hands with the LGBTQ+ community to celebrate #LoveAtFirstPride, bringing the joy of love in every shade of the rainbow. Working with the community and the overwhelming response to the film have filled our hearts with joy and hope.”

     

    Commenting on the campaign, Kabeer Kochhar, Founding Partner, The Glitch added: “The #LoveatFirstPride campaign is the manifestation of OkCupid and The Glitch’s core values of inclusivity and authenticity. Our intent was to bring forth real experiences by real individuals, driving home the truth that Love is Love regardless of sexual orientation. We couldn’t have found a better partner to make this film with, because OkCupid’s core philosophy of making meaningful connections cuts across all barriers. We are encouraged by the overwhelming number of heartfelt responses we have received on this campaign, reminding us that when a brand brings forth authentic stories, the impact will always be outsized.”

     

     

  • The project is a partnership between the British Council and BFI Flare

    British Council launches its LGBTQ+ digital campaign in India

    By A Correspondent

     

    British Council has revealed the film line-up for the fifth season of #FiveFilms4Freedom, the LGBTQ+ digital campaign. The project, a partnership between the British Council and BFI Flare: London LGBTQ+ Film Festival, will see five short films from the BFI Flare programme made available to Indian and global audiences through the British Council’s global digital platforms, free of charge.

     

    Talking about the #FiveFilms4Freedom programme in India, Tom Birtwistle, Director North India, British Council, said: “Cinema is a powerful medium, and perfect artistic format for the internet age. #FiveFilms4Freedom shows the power of human connection and reminds us all the love is a human right.”