Marketers Lend the LGBTQ+ Community Added Visibility

With the current political climate, OnStar saw an opportunity to show its members its dedication to being purposeful allies. Focusing on belonging and safety is a big part of acceptance. OnStar wanted to promote that mentality across multiple social channels and reach out to real people and tell real stories that reflect the LGBTQ+ community.

Dating app Taimi responded to anti-LGBTQ+ legislation and behavior during Pride Month by convincing Americans to consider the popular song “America the Beautiful” in a new and more accepting light.

Chevrolet is helping Americans find new roads forward in LGBTQ+ equality and inclusion in an informative, genuine, and entertaining way.

Ponysaurus Brewing created a fund in Lt. Governor Mark Robinson’s name supporting LGBTQ+ rights after he made offensive remarks about the community.

To recognize the International Day of Trans Remembrance, P&G’s Pantene hosted a quniceañera for 44-year-old transgender women, allowing her to finally “come out” as a woman in the Mexican tradition and surrounded by her family and friends.

To support the Equality Act for LGBTQ+ Americans, the Human Rights Campaign (HRC) created a Reality Flag, an alternate version of the American flag, and promoted it via a cross-media campaign.

To celebrate Gay Pride’s return to the great outdoors in 2021, Jack Daniel’s teamed up with RuPaul’s Drag Race stars to produce the brand’s first-ever reality series, Jack Daniel’s Tennessee Fire presents Drag Queen Summer Glamp.

Gay Men's Health Crisis took aim at the discriminatory policy that forbids gay men from donating blood.

To show its commitment to the LGBTQ+ community, the NFL partnered with The Trevor Project, a suicide prevention and crisis intervention organization for LGBTQ+, to elevate the organization’s efforts and highlight resources that could save lives.

Jägermeister and The Lesbian Bar Project created a short documentary highlighting the struggles of bar owners, community activists, archivists, and patrons in three cities to drive much-needed funding for lesbian bars across the country.

In celebration of Pride Month, HBO offered 11 consecutive days of relevant content across platforms to consistently engage its target audience of LGBTQ+ culturally curious millennials.

Pantene leveraged out-of-home (OOH) channels and the real stories of LGBTQ families coming together through hair care to empower members of the community to be themselves and position itself as a hair care brand that supports diversity and inclusion.

TikTok promoted an array of creators from the LGBTQ+ community, gaining visibility for their work on a host of partner platforms.

Lifebuoy created a story highlighting the insecurities the LGBTQ+ community faces in Vietnam to drive advocacy for LGBTQ+ rights and compel millennial and generation Z consumers to carry hand sanitizer to protect them from COVID-19.

P&G strove to promote visibility for LGBTQ people and fight stereotypes.

Citi launched a campaign inviting transgender people to put their real names on their cards.

Porta Hermanos noticed a conversation that was already happening on Twitter. The brand’s challenge was to topple harmful misconceptions and stand out on Pride Day with an important message that included LGTBQ+ people.

Verizon leveraged its wireless network to re-connect LGBTQ+ youth with the families that shunned them due to their sexual orientation.

For many trans and nonbinary individuals, the name displayed on the front of their cards represents someone they’re not. In order to address this key pain point, Mastercard created the True Name card.

Pantene’s “Home for the Holidays” campaign brought awareness to the challenges many LGBTQ+ people face during the family-centric holiday season, while celebrating individuality, love, and true beauty.