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Considerations for conducting sensitive research with the LGBTQIA+ communities

Research Paper • Clifford Lewis and Nina Reynolds, Int. Journal of Market Research, Vol. 63, No. 5, 2021, pp. 544-551

As LGBTQIA+ people in western societies get more comfortable publicly identifying as part of the LGBTQIA+ communities, research projects are increasingly collecting data related to such orientations.

Trans Lifeline: We see us

Case Study • Jay Chiat Awards, Gold, Connection Strategy, 2021

Trans Lifeline, a support hotline for transgender people, raised awareness and funds for the hotline with its campaign #WeSeeUs in the US.

Planning for inclusion: A media case for conscious advertising

Article • Christopher Kenna, Chris Ladd, Francesca Leronni, Martin Radford, WARC Exclusive, September 2021

Brand Advance and Ebiquity is helping responsible advertisers like Nationwide and GSK find diverse audiences.

An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 276-288

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.

Hate speech online has real-world consequences

Opinion • Hilary Watson, September 2021

Negative online experiences can have just as great an impact as the abuse and discrimination people experience offline, says Hilary Watson, the Policy and Campaigns Manager at Glitch, an award-winning UK charity that is working to end online abuse – particularly against women and marginalised people.

How becoming more diverse, inclusive and responsible is helping The Sun remain relevant

Article • Dominic Carter and Shelley Bishton, WARC Exclusive, September 2021

The Sun, part of News UK, is becoming a more diverse and inclusive newsbrand, as the media organisation drives to become more representative of the UK’s population, ensuring it is relevant to today’s advertisers and consumers.

Tesco: A commitment to serve all of Britain's shoppers

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Tesco, a supermarket brand, improved its reputation by deepening its connection with different communities in the UK.

Purpose incorporated: A comparative review of the Asia Pacific region

Article • WARC Exclusive, August 2021

This companion report is a part of WARC’s special series on sustainability, social impact, diversity, equality and inclusion (DEI) issues in Asia Pacific.

Airbnb: Gay chorus deep south

Case Study • Cannes Creative Lions, Shortlisted, Creative Strategy Lion, 2021

Airbnb, a vacation rental company, increased awareness of discriminatory laws in the US by partnering with San Francisco's Gay Men's Chorus to launch a documentary film that followed their tour of some of the most discriminatory states in the country.

Mastercard: True Name

Case Study • Cannes Creative Lions, Bronze, Creative Strategy Lion, 2021

Mastercard, a financial services brand, demonstrated its support for the LGBTQIA+ community in the USA with its True Name campaign.

Starbucks UK: What's Your Name?

Case Study • Cannes Creative Lions, Gold, Creative Strategy Lion, 2021

Starbucks, a coffeehouse chain, demonstrated its support for transgender people in the UK with its What's Your Name campaign.

The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.

Starbucks: #WhatsYourName

Case Study • SABRE Awards, EMEA, Gold, 2021

Starbucks, a coffeehouse brand, supported the transgender community in the UK with its campaign #WhatsYourName.

What we know about LGBT audiences

Article • WARC Best Practice, July 2021

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

WARC Talks Rainbow-washing

Article • Catherine Driscoll, Nic Allum, WARC Exclusive, July 2021

WARC talks rainbow-washing with Nic Allum, SVP and principal of strategy and culture at New Moon.

Move beyond commoditised Pride to leave real impact

Opinion • Prachi Gupta, June 2021

Issues that brands express concern for only during Pride Month continue to exist beyond those 30 days for the LGBTQ+ community, and The Branding Nook’s Dr Prachi Gupta says new age marketers need to devise innovative ways for genuine outreach to the community.

Virgin Atlantic: The pride flight

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2021

Virgin Atlantic, a British airline, launched the Pride Flight, to highlight Virgin Atlantic's support of the LGBTQ+ community.

Claro Colombia: Walk with me

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

During the Covid-19 pandemic, Claro, a Colombian telecommunications operator, held a virtual pride walk in Colombia to stand out among other brands that show their support for the LGBT+ community during Pride month.

Oreo: Proud parent

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

Oreo, a cookie brand, launched a campaign in the United States to increase brand purpose and ally itself with the LGBTQ+ community.

Mastercard: Mastercard Pride

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

MasterCard, a multinational financial services corporation, launched the True Name campaign in the United States, which allowed people to use their chosen name on the front of their bankcards.

Skyy Vodka: Ending Digital Discrimination

Case Study • WARC Awards for Effectiveness, Entrant, Brand Purpose, 2021

SKYY Vodka, an alcohol brand, redirected media dollars towards marginalised publishers, particularly those from the LGBTQ and Black community in the United States.

How brands can be allies, for Pride and beyond

Opinion • Chiara Manco, May 2021

WARC’s Chiara Manco looks at brands that have shown their commitment to diversity and inclusion through Pride initiatives, and how these can serve as a jumping-off point for year-round communications.

New Jersey Department of Health: For Each Other For Us All

Case Study • SABRE Awards, Gold, North America, 2021

The New Jersey Department of Health (NJDOH), a governmental agency, increased testing and contact tracing in the state to reduce the spread of COVID-19 by launching a multichannel targeting campaign.

Purolator: Holiday Art Boxes

Case Study • SABRE Awards, Gold, North America, 2021

Purlator, a courier company, increased revenue in Canada despite the COVID-19 pandemic with a campaign that focused on creativity and representation.

Coldwell Banker: Inclusive Ownership Program

Case Study • SABRE Awards, Gold, North America, 2021

Coldwell Banker Real Estate, real estate franchise, launched the Inclusive Ownership Program in the US to increase successful brokerage ownership of ethnic minority, women, LGBTQ+ and veteran entrepreneurs in the real estate industry.

Strategy Toolkit module 5: Generating insight

Article • Strategy Toolkit, March 2021

Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
The power of inclusive portrayal in advertising

Article • Kantar & Affectiva, WARC Best Practice, August 2021

Inspires and shows different ways of getting inclusive portrayal right - a marketing imperative.
What we know about LGBT audiences

Article • WARC Best Practice, July 2021

Explores current thoughts and writing on LGBT audiences, including the importance of audience understanding and authentic commitment to supporting the community.
Diversity and representation: Guide to potential areas for bias in the creative process

Article • WARC Best Practice, March 2021

The World Federation of Advertisers have launched a new report: Diversity & Representation: Guide to potential areas for bias in the creative process – marketers will find the following.
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.
An investigation of androgyny and sexual orientation in advertising: How androgynous imagery and sexual orientation impact advertisement and brand attitudes

Research Paper • Kelly Cowart and Phillip Wagner, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 276-288

This research examines the effect of advertising imagery, sexual orientation, and gender on customer attitude toward the advertisement and attitude toward the brand.