Pride Month: No Straight Answers .
What’s going on?
During Pride Month 2023, brands leveraged LGBTQ+ influencers across generations to wholeheartedly engage the communities they serve.
June is Pride Month — a time to celebrate each and every identity of the LGBTQ+ community while creating awareness for the challenges they face. Pride Month is also a time when we expect to see a tidal wave of rainbow merchandise available.
But, after recent backlash and dangerous rhetoric endured by brands like Target and Anheuser-Busch, and amidst an unprecedented 470 anti-LGBTQ+ bills introduced this year, many brands are thinking twice about their Pride Month activations. Yet, others recognize this tumultuous landscape presents an opportunity for brands to speak up over the silence and use their platforms to advocate for the LGBTQ+ community in an authentic, meaningful way.
Visible by Verizon has partnered with SAGE, a non-profit advocating for older LGBTQ+ community members, on a campaign which aims to connect generations of LGBTQ+ people to support one another. “No Straight Answers” is self-described as “a hilarious 1970s-themed game show that honors the decade Pride celebrations began.” The cast of contestants and the host bridge a generational gap, representing influential LGBTQ+ content creators, social media personalities and activists.
Throughout the lively six-minute video show, contestants answer questions that build awareness and spark important conversations about various LGBTQ+ topics. #ProudlyVisible trivia will also appear on TikTok and Instagram throughout June. Check out the trailer here:
Visible’s advocacy will live long past this campaign. They’re also donating $50,000 to support SAGE programs, including a hotline for older LGBTQ+ adults to receive a friendly, listening ear.
What's The Squeeze?
Even in the face of adversity, with risk – when approached the right way – comes reward.
Visible Wireless’ Pride campaign shows brands how to be real LGBTQ+ allies, using their reach to support the community in genuine, mutually beneficial ways, without feeling forced. Their platform is both entertaining and enlightening, transforming the tone from toxic to nurturing when it’s needed most.
And the results are paying off, as strong allyship translates into strong brand capital. #ProudlyVisible has already seen impressive campaign engagement metrics, which they attribute to the proven outperformance of:
- Content with more community-related topics, as younger audiences make their decisions based on brand alignment more than price. A Google Consumer Survey concludes: “More than 45% of consumers under 34 years old say they’re more likely to do repeat business with an LGBT-friendly company” and “Of them, more than 54% also say they’d choose an equality-focused brand over a competitor.”
- Authentic representation in community-based marketing. Visible Wireless leaned on SAGE and the #ProudlyVisible cast to contribute to the campaign content, ensuring that all communications were reflective of and resonant with the community. Such efforts don’t go unnoticed, as Think with Google research from 2019 found that 71% of LGBTQ+ consumers are more likely to interact with an online ad that authentically represented their sexual orientation.
Inclusive marketing attracts a larger audience and builds trust, so, how can our marketing be more authentic?
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