Article
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Jenn T. Grace, WARC Best Practice, June 2016
This article explains the factors and considerations for marketers when speaking to an LGBT audience in the United States, including facts and figures around the community and why brands should pay attention.
News
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06 December 2019
Annual Pride celebrations around the world are getting bigger, thanks in part to support from brands, but, says an ex-director of communications for Pride in London, if they’re doing no more than adopting the LGBT+ community’s rainbow logo, they’re ...
Article
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Asad Dhunna, Admap, December 2019
Pride is attracting a wave of interest from brands looking to connect with the LGBT+ community.
Case Study
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MRS Awards, Finalist, Virginia Valentine Award for Cultural Insights, 2019
Lloyds Banking Group, a retail and commercial bank, looked into the representation of certain groups in its ads in an effort to promote more diversity in advertising in the UK.
News
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18 November 2019
Multicultural representation is still falling short in marketing departments, according to a study from the Association of National Advertisers (ANA) and its Alliance for Inclusive and Multicultural Marketing (AIMM) unit.
Article
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Geoffrey Precourt, WARC Exclusive, November 2019
The Alliance for Inclusive and Multicultural Marketing (AIMM), a unit of the Association of National Advertisers (ANA), found in a study that major diversity gaps still exist in the industry.
Case Study
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MMA Smarties, Gold, X (Global), 2019
Grupo Dignidade, a non-profit organisation, successfully devised a social media campaign to protest the World Cup event in Russia, while also supporting LGBTQ+ fans at the event.
Case Study
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SABRE Awards, LATAM, Practice Area, Gold, 2019
Absolut, a vodka brand owned by Pernod Ricard, launched a limited-edition bottle on a global level called “A Drop of Love” to highlight its role in creating social change and promoting equality in Peru.
Case Study
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SABRE Awards, LATAM, Industry Sector, Gold, 2019
SAP, a software company, created Diversity in the Streets, which saw street artists paint portraits on walls in countries across Latin America to show the importance of diversity.
Case Study
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Account Planning Group - (UK), Silver, 2019
Skittles, a brand of fruit-flavoured sweets, launched a campaign associated with London Pride to increase retail distribution and engage young people in the UK, which led to an ROMI of 142% within a year.
Case Study
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Case Studies on WARC, Creative Effectiveness Winner, 2019 Spikes Asia
The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.
Case Study
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SABRE Awards, Asia-Pacific, Multicultural Marketing, Gold, 2019
Senco Gold and Diamonds, an online jewellery company, organised a fashion show that featured transgender people to promote the narrative of inclusivity in India during pride month.
Case Study
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CJ de Silva, Melvin Mangada, Ryan Caidic, WARC Prize for Asian Strategy, Entrant, 2019
Bench, the Philippines' leading local fashion retail brand, used a digital campaign to raise awareness of its range of classic male scents and grow sales.
News
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07 August 2019
The Coca-Cola Company has faced criticism in Hungary from a member of the country’s ruling ultra-conservative Fidesz party over a series of ads that promote LGBT acceptance, and were timed to run alongside the major international music and ...
Research Paper
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Bradley J. Bond and Justine Rapp Farrell, Journal of Advertising Research, Digital First, July 2019
This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.
Article
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Stephen Whiteside, Event Reports, Cannes Lions, June 2019
Procter & Gamble, the consumer goods giant, is using a new breed of partnerships to help it transform advertising in compelling ways.
Case Study
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Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019
Procter and Gamble, a consumer goods company, proved that it cares about social issues in the US by launching a 19-minute documentary film covering the story of a P&G lab tech and vocal gay rights advocate who took up the fight for equal rights.
Case Study
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Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019
The Times of India, an English-language daily newspaper in India, launched a purpose-driven campaign that challenged a 400-year-old tradition in India.
Case Study
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Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2019
Coca-Cola, the carbonated beverage brand, challenged homophobic attitudes in Brazil by releasing limited edition cans that put a twist on a traditional homophobic slur.
Case Study
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SABRE Awards, EMEA, Multicultural Marketing, Gold, 2019
Tourism body, Visit Oslo, invited gay people from not-so-gay-friendly countries, to join the Oslo Pride Parade and position the city as a safe one for LGBQT+ visitors.
Opinion
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Raafi Alidina, May 2019
Portraying diversity and inclusion in ads is a good thing, says Raafi Alidina, a consultant at Frost Included, but it’s not something to be ‘done on the side’.
Case Study
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SABRE Awards, North America, Multicultural Marketing, Gold, 2019
Casey House, a hospital specializing in HIV/AIDS, changed perceptions of HIV sufferers among the general public in the US and Canada by launching a HIV+ spa that offered treatments from people living with the disease.
Case Study
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Richard Butt, Alydia Noble, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019
Irish bookmaker Paddy Power increased standout by tackling homophobia in football and leveraging World Cup 2018 to drive its LGBT+ charity campaign in the UK.
Case Study
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AME Awards, Bronze, 2019
Vangardist, a progressive men’s magazine in Germany, reclaimed the Pink Triangle symbol from its Nazi connotations to spark a global conversation about the freedom of LGBT people.
Case Study
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AME Awards, Gold, 2019
Australian Marriage Equality (AME), the advocacy group for pursuing the legalisation of same-sex marriage in Australia, helped promote marriage equality through a positive TVC.
