Cathay Pacific: Move Beyond Labels

Cathay Pacific, an airline brand, created an OOH campaign in Hong Kong that featured key visuals to represent the brand's commitment to diversity and inclusion.

Executive Summary

One billboard, national impact. A global conversation.

While progressive in many ways, Hong Kong is quite conservative when it comes to attitudes towards the LGBTQ community and their rights. And while acceptance and tolerance in society are on the rise, brands are still reluctant to represent and portray members of this community in their communication.

For Cathay Pacific, diversity and inclusion are more than passing trends or talking points; they are an intrinsic part of the brand's core values. Internally, Cathay Pacific is very much in favour of equality, diversity and inclusion.

And when it came to their...

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