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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.

Verizon Media: 5B

Case Study • SABRE Awards, Gold, North America, 2020

Verizon, a telco company, increased awareness of the first AIDS ward unit in San Francisco by creating a film promoted by various celebrities and influencers in the US.

Gillette: We Believe

Case Study • SABRE Awards, Diamond, North America, 2020

Gillette, a shaving brand, created a YouTube film in the US to turn its classic tagline into a thought-provoking question surrounding masculinity.

The Federation (FELGTB): Hidden Flag

Case Study • Marcelle Santos, Annabelle Butler, Jane Dorsett, WARC Awards, Shortlisted, Effective Social Strategy, 2020

FELGTB, Spain's largest organisation for LGBT+ rights, used guerrilla tactics to raise global awareness of Russia's homophobic laws by sending activists wearing different coloured football shirts to the 2018 FIFA World Cup to recreate the rainbow flag.

Just Eat: Just Amore

Case Study • Simone Colucci, Oriana Papadopulos, Milos Obradovic, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Food delivery brand Just Eat created an integrated campaign to boost online orders while celebrating love without prejudice during Milan Pride 2019.

AT&T: AT&T x The Trevor Project

Case Study • Dana Kelly, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Mobile carrier AT&T partnered LGBTQ+ crisis intervention organisation the Trevor Project to help scale counselling training services as part of it's CSR initiative.

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

Case Study • Saad Khan, Trinolda Colaco, WARC Awards, Gold and Evaluation Award, Effective Use of Brand Purpose, 2020

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

Mastercard: #AcceptanceMatters

Case Study • SABRE Awards, IN2, North America, Best in Live Events, 2020

Credit-card brand Mastercard appealed to the LGBTQIA+ community in the US with the launch of its True Name card via a street installation in New York's West Village during the World Pride festival.

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 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.
Lloyds Bank: Reflecting Modern Britain – Ethnicity in Advertising

Research Paper • 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.
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.
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.
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.