Inclusive Marketing: An Urgent Call For LGBTQIA+ Allyship

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by Lindsey Francy Feb 21, 2023 News
Inclusive Marketing: An Urgent Call For LGBTQIA  Allyship

This year's Super Bowl ads have explicit representation of lesbian, gay, bisexual, and queer people. A group of celebrities are in ads. There were four white people in the group. That is reallyDisappointing.

People from all over the world watched the Super Bowl. An average of 118.7 million people watched Ri Ri's halftime show. It was a missed opportunity to include the gay community in advertisements.

What does it mean?

Representation of marginalized communities in marketing campaigns can have positive effects. The power of advertisers to contribute to positive change, as well as better connecting to their non-homogeneous audience, and getting better engagement should not be forgotten. When the community is shouting out for allies to show up with actions not just words, it's even more special.

Outvertising, a volunteer-run platform that exists to make UK advertising and marketing completely LGBTQIA+ inclusive, we already know people identifying within our community is increasing

The majority of adults think it is positive for the community to be seen in advertisements. During Pride month, we don't just exist. We need to be represented all the time.

The cycle of oppression can be broken by great advertising. Changing the narrative about marginalized people in the LGBTQIA+ community, including those of us who are black, brown, disabled, of faith, old or fat, will change the concept of what it means to be LGBTQIA+. Prejudice is reduced when the public sees us as people. Discrimination, abuse and hate crimes are reduced by this. It means we don't have to worry about second-guessing how we act and speak.

The community is in trouble.

There has been an increase in reported hate crimes based on sexuality. The figures are likely to be a lot higher according to a recent study.

The rise in hate has been fed by anti-QIA+ and anti-trans narratives. The rights of our community are the subject of debate. We thought we could finally celebrate a ban on conversion therapy for sexuality only to find out it wasn't a complete ban, but excludes trans and non-binary people

The Gender Recognition Reform Bill was passed in Scotland, which offered a less traumatic way for trans people to gain formal recognition of their gender. The UK Government was the only one who could block it due to a conflict with the Equality Act 2010.

Half of LGBTQI+ adults have experienced some form of workplace discrimination or harassment in the past year because of their sexual orientation, gender identity, or intersex status. The CAP will be replaced by a new one in 2022.

There is a sporting opportunity.

10% of people who attended a live sporting event in the last year experienced discrimination because of their sexual orientation or gender identity, according to a new study. Members of the community reported experiencing hate crime and abuse online, being afraid to hold their partner's hand, and avoiding certain streets due to safety concerns.

A baseline of belonging and inclusion should be shown in advertising. If we don't foster a sense of inclusion and safety at sporting events how can we expect our fans to show up in support of our teams when we don't even consider including them in the narratives of our ads?

Three years ago, the Super Bowl reported promising levels of representation of the lesbian, gay, bisexual, and queer community. With the current climate and negative stories surrounding our community, it is really disappointing that global brands seem to be stalling on their commitments.

Many trans consultants have been pushed out of their jobs due to discrimination and a lack of inclusion. They need to be kept in this world. That is what we are facing. The murder of a sixteen-year-old trans girl, who was subjected to transphobia by mainstream media in her death, should not be taken as a sign that transphobia is a problem.

Where are our friends?

During times when the world is watching, we need you to show our community in advertisements. Show us how to walk down the street with our hands in the air. It's ok to be us and we are not to be feared. They can share space with us and not fear us.

To influence those watching that we deserve to take up space in this world, we need an equitable presence in your communications. There isn't just a quota of ads for the gay community.

Allyship is hard. Bravery is required when creating content that represents other people. We need those in positions of power to think of us. We need our voices in the room to tell the truth.

As the UK advertising industry starts to plan for our own Super Bowl, we ask you to consider how you can demonstrate allyship towards the LGBTQIA+ community this year.

Outvertising wants brands to create LGBTQIA+ content all the time. Every month is Pride month. Be sure to amplify those campaigns to a broad audience. In doing so, you are helping to break the cycle of oppression and show your audience that you value their support.

Corporate, social and PSAs are included in this category.