Marketers Lend the LGBTQ+ Community Added Visibility
June is Pride Month, a period that celebrates the strengths and achievements of the LGBTQ+ community and that strives to advance the causes most important to its members. In keeping with this important theme of the month and beyond, consider the following case studies from the ANA’s portfolio of award programs. The following examples demonstrate the marketing community’s commitment to elevating the LGBTQ+ community and to making its members feel seen.
You also won't want to miss our ANA LGBTQ+ Marketing Inclusion Day from 11:00 a.m. to 12:00 p.m. ET on July 11. We'll be analyzing successful LGBTQ+ marketing campaigns, hearing from LGBTQ+ voices and sharing insights on how to create impactful, inclusive, and effective marketing. Learn how top brands are authentically connecting with the LGBTQ+ community in their marketing efforts and addressing the current state of LGBTQ+ marketing inclusion. Register here.
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Love Proudly: Real Stories of LGBTQ+ People
Multicultural Excellence Awards November 13, 2023With 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.
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Taimi Offers Support to LGBTQ+ People Where It’s Most Needed
Multicultural Excellence Awards November 13, 2023Dating 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.
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How Chevy Promoted Authentic Voices of Pride
Internationalist Digital Solutions April 19, 2023Chevrolet is helping Americans find new roads forward in LGBTQ+ equality and inclusion in an informative, genuine, and entertaining way.
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How Ponysaurus Brewing Leveraged a Governor’s Hate to Drive Support for the LGBTQ+ Community
Multicultural Excellence Awards December 28, 2022Ponysaurus Brewing created a fund in Lt. Governor Mark Robinson’s name supporting LGBTQ+ rights after he made offensive remarks about the community.
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Pantene Hosts a Quinceañera for 44-Year-Old Trans Woman and Her Family
Multicultural Excellence Awards December 19, 2022To recognize the International Day of Trans Remembrance, P&G’s Pantene hosted a quinceañera 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.
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HRC Flies the Reality Flag for LGBTQ+ Americans
Multicultural Excellence Awards December 10, 2022To 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.
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Jack Daniel’s Tennessee Fire Presents Drag Queen Summer Glamp
REGGIE Awards April 21, 2022To 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.
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Fighting for Equity in Blood Donations
Multicultural Excellence Awards December 30, 2021Gay Men's Health Crisis took aim at the discriminatory policy that forbids gay men from donating blood.
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Football Is for Everyone
Multicultural Excellence Awards December 30, 2021To 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.
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How Jägermeister and The Lesbian Bar Project Helped Support Lesbian Bars
Multicultural Excellence Awards December 30, 2021Jägermeister 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.
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Human by Orientation PRIDE 2020
Multicultural Excellence Awards December 30, 2021In 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.
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Pantene Family Pride
Multicultural Excellence Awards December 30, 2021Pantene 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.
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TikTok Celebrates Pride Digitally
Multicultural Excellence Awards December 30, 2021TikTok promoted an array of creators from the LGBTQ+ community, gaining visibility for their work on a host of partner platforms.
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Safety4All — Love, Like Safety, Does Not Discriminate
Smarties Awards December 28, 2021Lifebuoy 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.
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They Will See You
Smarties Awards December 28, 2021P&G strove to promote visibility for LGBTQ people and fight stereotypes.
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Project Hello/True Name
In-House Excellence Awards December 21, 2021Citi launched a campaign inviting transgender people to put their real names on their cards.
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Drink with Pride
ECHO Awards April 15, 2021Porta 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.
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Love Calls Back
Multicultural Excellence Awards January 15, 2021Verizon leveraged its wireless network to re-connect LGBTQ+ youth with the families that shunned them due to their sexual orientation.
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Mastercard
Multicultural Excellence Awards January 15, 2021For 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.
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Pantene
Multicultural Excellence Awards January 15, 2021Pantene’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.
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