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SKYY Vodka: Ending Digital Discrimination

Case Study • Rachel Lowenstein, Nisha Ashra, Dan Ottinger, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

SKYY Vodka wanted to increase brand awareness, consideration and perception of LGBTQ+ allyship in the United States, where it has a long supported the LGBTQ+ community.

In our own tweets: LBGTQ+ lives on Twitter

Research Paper • MRS Awards Papers, Finalist, MRS Award for Inclusive Research, 2020

Twitter, a social media network, used a blend of data analytics, semiotics and traditional research techniques to explore the implications for brands on how to authentically connect with the LGBTQ+ community.

The DIVA Survey: LGBTQI Women’s Insight 2020

Research Paper • MRS Awards Papers, Finalist, MRS Award for Inclusive Research, 2020

Kantar, a market research company, collaborated with DIVA Media Group, an entertainment group for LGBTQI women, to embark on the largest ever piece of research into the lives of LGBTQI women and uncovered key insights about their lives.

Independent Age: Lived experience of older age amongst marginalised sub-groups

Research Paper • MRS Awards Papers, Winner, MRS Award for Inclusive Research, 2020

Independent Age, an NGO offering advice and support for older age, challenged the stereotypes of ageing in the UK.

Global Pride: Global Pride Crossing

Case Study • Werner Iucksch, Melantha Tan, Arnaud Robin, WARC Media Awards, Silver, Effective Use of Tech, 2020

Global Pride created a unique virtual experience to keep the Pride Day flag flying, engage the LGBTI+ community and increase visibility of the Pride movement to society as a whole.

2020 ANA/AIMM annual report on diversity in the marketing industry

Article • ANA & AIMM, Research on WARC, November, 2020

Annual report on gender and ethnic representation in marketing from the Association of National Advertisers and its Alliance for Inclusive and Multicultural Marketing, based on surveys of gender and ethnic diversity among CMO and CMO equivalents, the overall ANA membership, and the US-based marketing departments of 40 ANA board and other member companies.

Doritos: #UnblockTheLove

Case Study • SABRE Awards, LATAM, Platinum, Best in Show, 2020

Doritos, a tortilla chip brand, promoted its diversity and inclusion initiative, DORITOS' RAINBOW, in Mexico by launching a special edition pack, diversity workshop, influencer campaign and pride parade float.

Across the rainbow: A qualitative dive into Mexico’s LGBTQ communities

Research Paper • David R. Morse, Gerardo Gallart and Susanna Fránek, ESOMAR Conference papers, Latin America, 2020

Investigates the paradigm shift regarding LGBTQ people in Mexico over the past two decades and how this is perceived by the LGBTQ community.

Times of India: Out & Proud – India Comes Out of The Closet

Case Study • Saad Khan, Trinolda Colaco, Jason Samuel, WARC Prize for Asian Strategy, Gold, 2020

The Times of India newspaper sparked a nationwide movement to normalise LGBTQ rights with a special Out and Proud classifieds section in India.

Representation of Asians in advertising images still lacking

News • 25 August 2020

More needs to be done to capture and represent Asian culture in advertising images, with consumers expecting companies to do a better job of capturing people’s true lifestyles and cultures, according to a study from Getty Images and YouGov.

From Xena to Carmilla: Engaging LGBTQ consumers with branded content

Article • Brian Carruthers, Event Reports, Lions Live, June 2020

Discusses how brands can engage with people in minority communities by telling good stories through a web series, Carmilla, which proved so popular that it became a movie by Kimberly Clark’s Kotex.

The changing face of Qixi

News • 30 July 2020

Brands and retailers are gearing up for next month’s Qixi Festival – China’s equivalent of Valentine’s Day – but changing cultural attitudes and lockdown-induced behavioural shifts point towards the growth of new gifting habits.

Coca-Cola: Living The Rainbow

Case Study • Marketing Society, The Brave Awards, Shortlisted, Transforming Corporate Culture, 2020

Coca-Cola, a soft drinks brand, supported Team Pride’s Rainbow Laces campaign in English football and championed it throughout the business by putting rainbow welcome mats outside 10 Premier League stadiums.

Unilad: The Illegal Blood Bank #Bloodwithoutbias

Case Study • Marketing Society, The Brave Awards, Winner, Not for Profit Marketing, 2020

UNILAD, an internet media company, highlighted a discriminatory law that stops sexually-active gay and bisexual men from donating blood in the UK by opening an illegal blood bank that let them donate, to show their blood is safe.

What we know about LGBT audiences

Article • WARC Best Practice, July 2020

Explores current thoughts and writing on LGBT audiences, including the importance of audience understanding and authentic commitment to supporting the community.

‘Corporate allies’ can make an impact with gay and lesbian consumers

News • 09 July 2020

Brands that act as “corporate allies” to the lesbian, gay and bisexual communities by featuring same-sex couples in ads are likely to see an uplift in purchase and recommendation intent among these audiences, a study in the Journal of Advertising Res

Political ideology shapes reaction to LGBTQ images in ads

News • 02 July 2020

Consumer responses to LGBTQ imagery in ads display a “homo-gender bias” that is heavily influenced by political ideology, according to a study published in the Journal of Advertising Research (JAR).

Advertising with Pride

Opinion • Chiara Manco, July 2020

WARC’s Chiara Manco looks at brands that have successfully tapped into Pride month to show support to the LGBTQ+ community.

Brands need to do more to ‘positively represent’ UK’s LGBTQ+ community

News • 01 July 2020

UK advertising still falls far short of representing the LGBTQ+ people positively, a new survey has found.

Mastercard’s ‘True Name’ supports transgender and non-binary consumers

News • 10 June 2020

Mastercard, the payments company, actively demonstrated its support for the transgender and non-binary communities with the “True Name” initiative, which enables these consumers to put their chosen name on the front of their cards.

Mastercard supports transgender and non-binary communities with “True Name” program

Article • Geoffrey Precourt, WARC Exclusive, June 2020

Mastercard, the payments company, tackled a major painpoint for transgender and non-binary consumers with its True Name initiative.

P&G’s Pritchard urges industry to focus on inclusion

News • 01 June 2020

Marketers should double down on efforts to boost diversity and inclusion in the face of the COVID-19 crisis, according to Marc Pritchard, chief brand officer at Procter & Gamble, the FMCG manufacturer.

LGBTQ imagery in advertising: How viewers’ political ideology shapes their emotional response to gender and sexuality in advertisements

Research Paper • Gavin Northey, Rebecca Dolan, Jane Etheridge, Felix Septianto, and Patrick van Esch, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 222-236

Gender is many things to many people. It is at once uniting and divisive.

Does depicting gay couples in ads influence behavioral intentions? How appeal for ads with gay models can drive intentions to purchase and recommend

Research Paper • Bradley J. Bond and Justine Rapp Farrell, Journal of Advertising Research, Vol. 60, No. 2, 2020, pp. 208-211

This study examines the behavioral intentions of heterosexual and lesbian, gay, and bisexual (LGB) consumers following exposure to advertising featuring heterosexual or LGB imagery.

P&G’s Pritchard calls on brands to prioritize diversity and inclusion in a crisis

Article • Stephen Whiteside, WARC Exclusive, May 2020

Procter & Gamble, the consumer packaged goods manufacturer, is continuing to emphasize diversity and inclusion even as COVID-19 disrupts the marketplace.

P&G’s Pritchard calls on brands to prioritize diversity and inclusion in a crisis

Article • Stephen Whiteside, WARC Exclusive, May 2020

Procter & Gamble, the consumer packaged goods manufacturer, is continuing to emphasize diversity and inclusion even as COVID-19 disrupts the marketplace.
A new era for Pride and LGBT+ marketing

Article • Asad Dhunna, Admap Magazine, December 2019, pp. 0-0

Pride is attracting a wave of interest from brands looking to connect with the LGBT+ community.
How to market effectively to LGBT audiences

Article • 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.
Mastercard supports transgender and non-binary communities with “True Name” program

Article • Geoffrey Precourt, WARC Exclusive, June 2020

Mastercard, the payments company, tackled a major painpoint for transgender and non-binary consumers with its True Name initiative.
How Mondelez has opened its brands’ eyes to LGBT potential

Article • Stephen Whiteside, Event Reports, ANA Multicultural Marketing & Diversity Conference, November 2018

Mondelez International, the consumer packaged goods company, has fostered engagement with the LGBT community in various ways.
What we know about LGBT audiences

Article • WARC Best Practice, July 2020

Explores current thoughts and writing on LGBT audiences, including the importance of audience understanding and authentic commitment to supporting the community.