outvertising 2 outvertising the business case

Our guide to producing I’m so proud that our team of passionate volunteers has been able to LGBTQ+ inclusive create this for you. It has been designed as a powerful support tool for advertising, aimed at a those creating truly diverse and inclusive marketing communications. mainstream audience. I wrote the first guide myself. That was some years ago when we were a much smaller organisation. This second edition has been a very different process involving many contributors, writers, and researchers. It’s bigger, more thorough and more comprehensive.

A big thank you to everyone who has touched this.

So, onto the purpose of this guide: our ultimate aim is to remove LGBTQ+ as part of a broader and joined-up diversity and inclusion strategy. As LGBTQ+ individuals and straight allies working in advertising and marketing, we believe we’re privileged to work in that profession and have a responsibility to use that privilege wisely, specifically in promoting the realistic representation of LGBTQ+ people in mainstream advertising. By doing that we will help create powerful positive LGBTQ+ role models.

If you’d like to get involved in Outvertising, please do get in touch. We strive to be a welcoming, friendly, informal and inclusive bunch. And if we haven’t met already, I hope we get to do that very soon.

Mark Runacus, Chair, Outvertising [email protected] — @markrunacus

4 16 The Business Case A Guide To Best Practice

8 24 The Ethical Case Cases Studies: 1. 72&Sunny. Amsterdam. Welcome to 10 2. Leo Burnett. Opinion: 3. Dam&Eveddb . Should My Brand 4. Rothco. embrace LGBTQ+ Diversity? 5. 72&Sunny. Amsterdam.

12 38 Outvertsing Opinion: About Outvertsing Isn’t It Time For Advertising To Catch Up? 38 Statistics outvertising 4 outvertising the business case the business Contributing to LGBTQ+ visibility THE MODERN CONSUMER and representation is a socially Demographics are changing and so are attitudes responsible act, but don’t make towards sexuality. Using the a 2018 the mistake of thinking that it must YouGov and Universal McCann survey found 56% of 18–24 year-olds no longer identified as 100% case be an exclusively benevolent one, or heterosexual, a 6% rise from their 2015 survey. But that it will mean a risk to a business. this attitudinal shift doesn’t only pertain to young If handled correctly, LGBTQ+ people. In addition to this, only 66% of Generation Z think of themselves as exclusively heterosexual inclusion in your advertising can compared with 71% of Millennials, 85% of Gen X be a win/win proposition, promoting and 88% of Baby Boomers. the understanding, the rights and well-being of a historically ALL CONSUMERS DESIRE LGBTQ+ VISIBILITY marginalised community and According to LGBT Capital, in 2018 the estimated ultimately serving the bottom line. UK spending power of the LGBTQ+ community reached $137 billion. But LGBTQ+ representation is not just about appealing to a niche pocket of people; it’s about making your brand attractive to a broader audience, an audience which is increasingly open towards LGBTQ+ visibility. In one 2016 Harvard Business Review study, 71% of LGBTQ+ respondents and 82% of allies said they were more likely to purchase from a company that supported LGBTQ+ equality.

LGBTQ+ ADVERTISING IS EFFECTIVE

Progressive ads are on average 25% more likely to generate positive engagement from consumers than less progressive ads, and are 47% more likely to be effective in both the long and the short term when it comes to campaign performance. When coupled with the ability for LGBTQ+ themed ads to outperform generic ads in driving brand recall the effectiveness case is clear. outvertising 6 outvertising the business case

WE ARE QUEERER THAN WE USED TO BE

Q. Please try to place your sexuality on a scale of 0 to 6, where 0 is ‘Completely Heterosexual’ and 6 is ‘Completely Homosexual’ (i.e. or ) 40% of the 3 out of 4 Base: All adults general population tested LGBTQ+ feel that the themed ads advertising outperform 2015 2018 OUT industry does not generic ads accurately portray OF in driving 3 4 40% people of different brand recall. gender identities. Kantar Millward Brown. Simpson Carpenter. 49% 18–24 56%

31% of the LGBTQ+ 26–39 community feel 38% 37% that marketing portrays them 31% badly. Simpson Carpenter. 56% of 18–24 year-old don’t identify as 100% 19% 40–59 24% heterosexual. 56% YouGov, 2018 study.

45% of consumers 8% 60+ 11% under 34 say they are more likely to do repeat All ‘non-straight’ defining adults shown business with an 45% LGBTQ+ friendly company. SO IS THE AD INDUSTRY GETTING IT RIGHT? Think with Google.

Unfortunately the answer is no. Research by Simpson Carpenter revealed that 31% of the Progressive ads LGBTQ+ population felt that the ad industry was are 47% more portraying them badly and 40% of the general likely to be population believed advertising was failing to effective in both portray different gender identities properly. the long and Progressive ads, the short term on average, trigger With advertising failing to accurately represent when it comes 25% more positive society it’s no wonder 57% of LGBTQ+ individuals 47% to campaign engagement agree with the statement: “I don’t see my lifestyle performance. from consumers represented in advertising”. Kantar Millward Brown. 25% than less Clearly, this needs to change. It’s just good progressive ads. business sense. Kantar Millward Brown. outvertising 8 outvertising the ethical case

LGBT young people are more likely to find themselves homeless than their non-LGBT peers. LGBT Youth Homelessness Report. the LGB (excluding T) people are twice as likely to experience long- term mental 48% of the trans ethical case health problems. community have Combined meta- attempted suicide. analysis of 12 UK Trans Mental Health, population health 48% Study 2012. surveys.

The advertising industry has a moral In recent years, the world has seen greater repression of LGBTQ+ people, be it through state responsibility to represent and reflect sanctioned imprisonment and torture of LGBTQ+ the population it communicates with. people, bans on the ‘promotion’ of LGBTQ+ rights 35% of Yet for most of the 20th century, the in certain countries, paediatricians denying medical are not out to LGBTQ+ community had very few care to the children of LGBTQ+ parents or a ban on their employers trans military personnel. We’ve even seen preachers Pride Matters, A report visible, positive role models, and while blaming LGBTQ+ people for hurricanes and floods. into the lives of LGBT+ 35% this has begun to change, continuing people in the UK. progress remains under threat. This needs to change. The work we create, and the messages contained therein are part of the fabric of society and have the potential to impact millions of people. The positive effects of growing up in a society which visibly practices inclusivity can be enormous. For example, the establishment of 35% of LGBTQ+ same-sex marriage is associated with a significant workers aged 18– reduction in the rate of attempted suicide among Only one in five 24 have disguised children. An American Medical Association study LGBTQ+ Londoners their sexuality at conducted over 17 years estimated that 134,000 feels comfortable work in the last fewer children attempt suicide each year across showing affection. 58% year because they US states where same-sex marriage has been Pride Matters, A report were afraid established. Inclusion saves lives. into the lives of LGBT+ of . people in the UK. LGBT In Britain, Meanwhile, the advertising and marketing industry Work Report. is at a crossroads. Trust in advertising is at an all- time low and can only be recovered by striving for authenticity. Where the LGBTQ+ population is concerned, an opportunity presents itself to play an important part in encouraging healthy self- actualisation and in breaking down barriers to social 19% of acceptance. Even in countries that are hostile to are not out to LGBTQ+ rights, advertising has the power to filter their employers through. It’s why the work we make is so important Pride Matters, A report and why the advertising and marketing industry has 1 IN 5 into the lives of LGBT+ 19% a moral obligation to get involved. people in the UK. outvertising the ethical case10 outvertising the businessopinion case

Should my brand embrace LGBTQ+ diversity?

We’re fighting for LGBTQ+ LGBTQ+ ADVERTISING IS MARKETING FOR ALL representation in advertising, but Never forget that embracing LGBTQ+ diversity isn’t we encourage you to embrace all simply about speaking to one distinctive sub-set of under represented parts of our your audience—the pink pound. Instead, it is about reaching a mainstream audience with a message diverse society including BAME, which is reflective of the modern consumer and of disabled, and older people. Never the world in which they inhabit. This is a message forget LGBTQ+ people come in all which will resonate with everyone. colours, shapes and sizes. We’re black, disabled, Muslim and old too. WILL HETEROSEXUAL AUDIENCES BE INTERESTED IN LGBTQ+ DIVERSITY?

As such, we would only encourage You can be forgiven for thinking that by featuring brands who have already adopted, LGBTQ+ stories in your campaign, you will make heterosexual audiences less willing to buy your or who are adopting a joined-up brand. But this simply isn’t the case. In fact, the diversity strategy across their opposite is true. When your brand embraces all business to include LGBTQ+ strands of diversity, consumers are more likely to remember your ad and feel emotionally engaged. people in their advertising. Your inclusion of LGBTQ+ people must be WHERE SHOULD I BEGIN? authentic. If it isn’t, you will quickly be found out, and at best your Working out how your brand can embrace LGBTQ+ diversity can seem like a daunting and advertising won’t work, and at worst off-putting prospect; however, it needn’t be. your brand will suffer a backlash. Weaving LGBTQ+ lifestyles into your advertising can be scaled depending on your ambitions and the opportunities available.

How your brand embraces diversity can take many forms. You could support specific LGBTQ+ pride events as per the hugely successful Bus campaign—Proud Dads. Or you can look to feature LGBTQ+ lifestyles as a normal part of Modern Britain as McCain Foods achieved with their campaign— Here’s To Love.

If you believe diversity is a core component of your brand purpose you can take a more assertive position and seek to take on a societal problem and follow the example set down by brands including Axe and Smirnoff with their campaigns ‘Is It OK for Guys?’ and ‘We’re Open’. outvertising 12 outvertising opinion

Isn’t it time

for advertising that 65% of consumers respond during talks about improving BBDO, said: “We’d like to think favourably to diversity. diversity. As a group, we are our environment is welcoming all clear that better diversity to LGBTQ+ employees, clients to catch up? According to Wunderman in people will lead to better and guests thanks to a number Thompson UK’s Jo Wallace, the creativity.” With creativity being of long-term initiatives already first step to improving diversity essential to any successful in motion and the agency’s in advertising is by having an campaign, diversity within the recently formed partnership BY JAMES PAGE open and accepting workplace. office is arguably crucial for any with Stonewall.” This supports She explained that agency, and an environment in the importance of agencies which this isn’t being celebrated being proactive in reaching out “The best way I can could have a direct impact on to charities and NGOs such personally help the work. Stonewall published as Stonewall, to ensure an the shocking statistic that 62% of accepting workspace for all. Popular culture is embracing Covering a social page with be argued that many companies representation is by not graduates go back into the closet LGBTQ+ diversity more than rainbow colours, after being are still failing to realise that hiding my sexuality. when they start their first job, so Stanley went on to explain some ever, with 2019’s awards quiet on LGBTQ+ issues for the representing LGBTQ+ voices how can agencies help prevent specific changes AMV BBDO season reflecting a queerer rest of the year, can often look year-round can have a positive I’m open about being gay in a this from happening? underwent, describing how “All accepting landscape through its like a desperate attempt to cash impact on their commercial way that is just a fact, no drama. internal toilet signage was celebration of films, such as The in on the pink pound. It could success, with Lloyds stating In a wider sense, I mention it Katie Stanley, formerly of AMV changed at the beginning of 2018 Favourite, and artists such as to recognise the nonexistence Sam Smith. However, despite a of the . Signs mainstream platform for encourage people to use discussions and characters, whichever facilities best fit their fewer than 1% of people featured or expression— in British advertising are LGBTQ+, lasting reminders, we hope, that according to a recent survey associated discrimination will not from Ogilvy & Mather. It seems be tolerated.” whilst popular media is taking its (long overdue) strides in Arguably, a more LGBTQ+ friendly representation, advertising is office space allows employees to struggling to keep up. Reece openly discuss the importance of Jackson from Blue State Digital including queer inclusivity in the explained how work they produce.

“88% of people feel “Advertising has the power to shape and influence the way that there is a lack people see the world and we all of year-round support need to get far better at making from brand… sure that more of society feels included in that representation,” …It doesn’t have to be about explained Charlotte Bunyan from putting minorities front and Collider. With 56% of 18–24year- centre of everything; it’s about olds no longer identifying as ensuring it’s a year-round 100% heterosexual, it’s clear consideration that’s organic, that the community is heavily rather than forced.” Shoehorning under-represented in most an organisation into a queer brand campaigns. Bunyan adds, discourse can lead to backlash “Brands who aren’t doing this, or rather than positive engagement, are making clumsy, ill-informed with many brands coming attempts, are already feeling the under fire during Pride season for showing lacklustre support. wrath of consumers when they → outvertising 14 outvertising opinion

and core to the creative idea), rather than using diversity to shock or create headlines.” This embracing of LGBTQ+ diversity, which would come from research and input from queer people, should help agencies and brands avoid risks of tokenism and merely ticking boxes. Jo Wallace says this:

“No one wants tokenism or for a brand to just jump on a bandwagon because they think it makes them ‘cool’, but gay characters should just feature in ads without it even being the big story. That’s the future we all want to be working towards.”

In the UK, the barriers seem far less complicated and threatening than many other markets. Jackson from Blue State Digital concludes that

“The goal’s to have an organic approach to representation that accurately reflects the society in which we live.” → He then goes on to remind apply a significant amount of that “The communication brands that focusing only on get it wrong. This is not just bad many ads having good intentions, questioning diversity time to educating their whole industry and the wider marketing times when pride events are news for their reputation, but it a lack of education about this from the start, as team on the community they community has a huge taking place isn’t enough as also affects the bottom line by demographic can cause serious wish to reach. responsibility to provide a true it “only leads to the perception losing valued customers.” backlash to a campaign. well as calling out and real representation of the that brands are ‘pink-washing’ or lazy stereotyping.” Campaigns have also received LGBTQ+ community. Attitudes trying to get a share of the £6bn This relates to the fear many “We all, agencies and backlash for including are changing and there are pink pound.” brands have of causing offence Bunyan explained. To avoid this inauthentic LGBTQ+ characters. more campaigns that embrace to the community they’re trying brand owners, need risk of stereotyping, it could be Sarah Clarke, Managing Director diversity for the right reasons With this in mind, isn’t it time for to support and value. Despite to get much better at suggested that agencies should of The & Partnership, explained (as reflective of the community advertising to catch up? outvertising 16 outvertising a guide to best practice

We are constantly analysing the industry and media to understand what makes a successful LGBTQ+ campaign and are committed to helping others guide to learn from these efforts. best practice

We know that launching your brand’s DEFINE YOUR TONE CREATE AN INTEGRATED PLAN first LGBTQ+ campaign can seem When setting your tone, it’s important that you Even if the main ads in your campaign don’t include like a daunting challenge. However, convey authenticity. Consider not just the unusual LGBTQ+ people, you should consider including there is no need to fear. To help you but the everyday scenarios. Remember LGBTQ+ them in other parts of your multi-channel integrated people can and do live very normal lives. They get on this journey we have prepared the activity. When it comes to channels consider public transport, they order takeaway with friends, the message and what you are trying to following steps in order to mitigate and they binge watch TV. In fact, you don’t even communicate. For example, in America social is key the risks and allow you to produce have to rely on their sexuality being the key message, with one in four Americans (25%) reporting social often the best LGBTQ+ adverts are those which just something that benefits the LGBTQ+ media (e.g. Facebook, Twitter, etc.) as a source that have authentic, everyday narratives. has provided information about whether a brand/ community and your brand too. business is LGBTQ+ inclusive. While using humour is a great way to build an emotional connection, it’s an area that can often And don’t forget your own employees. Use your UNDERSTANDING YOUR BRAND characterise LGBTQ+ people in a misguided attempt own internal communications to celebrate your to get a laugh. Don’t make sexuality the punchline diversity and work with your colleagues and the Creating ads which address diversity isn’t just about and ensure your humour is applied fairly and equally. LGBTQ+ networks they have created. speaking to that specific community. It’s about setting up your brand as being representative of a WRITING A BRIEF TESTING changing world which encompasses different ages, races, sexualities and disabilities. It’s an approach Embracing LGBTQ+ diversity doesn’t always mean When tackling LGBTQ+ diversity, it’s important which consumers are calling out for with brands that activating your brand at a pride event or placing to not fall into a group think mentality. Too often embrace diversity scoring more positively in brand LGBTQ+ characters front and centre of your advertising which has been created for a positive perception tracking according to one 2016 study by campaign. Instead it can be something as simple purpose can instead do harm by playing on Lloyds Banking Group. as considering slice of life situations where you can stereotypes, portraying inauthentic experiences or feature LGBTQ+ inclusion. simply misjudging humour. Before you begin this journey don’t just analyse how your current customers think and feel about this However, it’s important that the perspective isn’t of In order to understand if you have hit the right mark issue, but what the wider perception of your brand an outsider looking in, but one which understands consider bringing in external voices who can provide is when it comes to LGBTQ+ issues. Is your brand the nuances and experiences of the LGBTQ+ their experiences as context to your campaign. alienating to LGBTQ+ people? Is it perceived as old- community. Consider bringing LGBTQ+ people Consider LGBTQ+ organisations like Stonewall, fashioned and stuffy? Has it been called out before into the team or if that isn’t possible, get out onto Mosaic (a London based charity supporting and for its lack of diversity? the street and speak to community leaders, youth educating young people), or simply undertake focus workers and LGBTQ+ charities and organisations. groups from those outside the immediate team to DEPICTING THE LGBTQ+ COMMUNITY Make sure you weave their experiences into the brief ensure you get an honest perspective. as this will help you deliver something truly reflective Depictions of LGBTQ+ people have evolved over the of LGBTQ+ people today. Remember you may never get it 100% right but it’s last century. Where once the media was dominated important to engage and speak to those you are by examples of tokenism and stereotypes, today we And don’t forget to be brave and avoid copping trying to represent in order to create work which is are seeing a more authentic representation of the out. Don’t let the advertising be sexually ambiguous a fair representation of the LGBTQ+ community. broader community. A representation which isn’t (“Are they or aren’t they?”) and instead find ways to solely reliant on featuring gay men in advertising, but explore the unexpected. Allow your LGBTQ+ people GOING INTO PRODUCTION one that covers the full spectrum of sexuality. As to be different and surprising in a positive way. Ditch Linda Riley, owner of Diva magazine once explained the clichés and the “ narrative” which has You’ve got approval on your creative idea and it’s “Lesbians buy toothpaste too”. been covered thoroughly in media. performed well in testing. It’s now time to go into outvertising 18 outvertising a guide to best practice

“Marketing communications must not contain anything MEASURE production. But that doesn’t mean the need for This isn’t a marketing text book so forgive us if we diversity stops there. In fact, casting is often cited only make fleeting reference to some basics like as one of the most challenging parts of the starting with SMART objectives for your campaign. that’s likely to cause serious process and if a casting agency doesn’t offer a diverse set of talent you won’t be able fulfil the initial Before your campaign goes live, ensure you have brief. Consider the brief you send out to casting included specific measurement work streams like agencies and encourage them to use blind casting pre and post brand tracking to understand in more or widespread offence. detail the impact that your campaign has had on the for your campaign. audience. Also consider what impact your brand and The challenge exists for stock too. Libraries like campaign has on various segments including gender, Particular care must be Getty and Shutterstock rely on algorithms that age and . too often show stereotypical images of LGBTQ+ people. While initiatives like ‘The Gender Spectrum Most importantly, never forget the value trackable Collection’ (a stock photo library featuring trans results have to the wider advertising industry and taken to avoid causing and non-binary models) have set out to address this, those wishing to create work which embraces there is much more work which needs to be done. LGBTQ+ diversity. Best-in-class measurements and reporting is important for our industry as it will help others undertaking such initiatives. offence on grounds of race, BE COMPLIANT In recent years an increasing number of steps have BE PREPARED been taken to improve the portrayal of gender and st sexuality within advertising. In one 2017 study by the Even in the 21 century, embracing LGBTQ+ diversity religion, gender, sexual can still be fraught with challenges and there are ASA it was revealed that harmful gender stereotypes in ads can negatively influence how people see those who will always be uncomfortable with your themselves and their role in society. This can hold brand embracing such a stance. This bigoted section orientation, disability or age.” some people back from fulfilling their potential, or of society may choose to react against your inclusive from aspiring to certain jobs and industries. campaign, but it’s important to remain consistent and confident in your approach. As such it’s important that you are always respectful — The Committee of Advertising Practice of the codes of conduct set out by The Committee Ensure you have a PR and social response ready of Advertising Practice (CAP) that states: “Marketing which sets out your company’s and brand’s communications must not contain anything that commitment to diversity and be prepared to call is likely to cause serious or widespread offence. upon your LGBTQ+ networks to publicly support you. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, Never forget to stay true to your purpose and draw sexual orientation, disability or age.” upon the insights that inspired your campaign at the very beginning. While there will always be those Always ensure you are putting your care and upset by your decision, there will be an even bigger attention into ensuring that your portrayal of non- audience who will look favourably on such initiatives. straight or non-cis-gender characters is not based upon negative stereotypes, even when the intention Be brave and know that the work you do is helping is to be humorous or light-hearted, as these are to improve the experiences of many within the often likely to be considered offensive or harmful. LGBTQ+ community.

At Outvertising we monitor and work closely with CAP and the ASA to ensure that LGBTQ+ representation is progressing effectively. If you have a concern over your campaign and are unsure if it is compliant then get in touch with us for guidance. outvertising 20 outvertising a guide to best practice

BEING PREPARED

When you’re focussing on embracing LGBTQ+ You should now be ready to start work on diversity, it can be easy to forget there are those your very own LGBTQ+ friendly advertising. strongly opposed to it. You almost become blinkered, But before you do, we’ve prepared some and forget that no matter the huge strides forward, key watch outs in order to help you create or the encouraging support, there will unfortunately the very best campaign possible. always be those keen to oppose progression.

With this in mind, it’s essential for anyone looking to better their diversity and inclusion to be prepared. The flip side of having a great, progressive idea is knowing how to defend it, and by doing so, ensuring watch outs it can flourish. This will mean you’re confident and consistent in your approach.

DON’T FALL INTO STEREOTYPES BEWARE OF TOKENISM

Too often LGBTQ+ representation in the media is Don’t fall into the trap of simply seeing diversity as reliant on outdated and damaging stereotypes. a box ticking exercise, especially when it comes to Think beyond effeminate gay men, butch lesbians, minority communities of any kind. This inauthentic or obvious coming out sagas and instead explore approach will be called out by consumers who are real human scenarios with everyday situations astute enough to pick up on when they’re being that LGBTQ+ people, just like their heterosexual used for this purpose. colleagues and friends, experience. PINK-WASHING CONSIDER In recent years brands have been accused of ‘pink- Heteronormativity is the system that sets out to washing’— the promotion of the LGBTQ+ friendly normalise behaviours and societal expectations that nature of your brand for the cynical attempt to only are tied to the presumption of and make money. To avoid this, it’s important that you an adherence to a strict gender binary. In Layman’s aren’t shoehorning your band into conversations that terms it’s the belief that women prefer to stay at aren’t relevant or simply uploading a rainbow flag home, men enjoy working and that all LGBTQ+ during Pride Month in order to tick a box. If that’s people aspire to get married, have children and all you are doing for LGBTQ+ diversity it will be seen assign themselves roles based on gender. With simply as a marketing ploy for attention and will be gender increasingly becoming fluid it’s important looked down upon by consumers. that the experience you set out to detail isn’t braving exclusively of men and women (boys and girls) and LOOK INTO THE FUTURE nothing else. Consider the long-term mission of your brand and BE AUTHENTIC look beyond this campaign by considering how to integrate LGBTQ+ diversity within your future Authenticity is central to everything we believe in at campaigns and marketing activity. This also shouldn’t Outvertising and inauthentic brands will be called be about doing a one-off campaign to ensure you’ve the out quickly by consumers. Ensure your business is ticked the right boxes. Instead ask yourself how you consistent in the way you approach LGBTQ+ diversity can continue to push forward with each additional and take time to check that your own HR and hiring campaign and look at embracing any other spectrum policies are supportive of minorities. You will be of diversity including gender, race, disability and age. called out if you are externally embracing of diversity backlash but internally have a regressive environment. watch outs outvertising 22 outvertising a guide to best practice the

CREATE A SOCIAL RESPONDING STICK TO YOUR Today, only MEDIA POLICY TO COMMENTS CONVICTIONS bigger 1 2 4 47% of people Don’t be caught napping. Whilst, The more you commit to Keep the idea alive. Longevity is feel accurately done right, there will be positive promoting one idea, the more key. Diversity is not disposable, portrayed in sentiment, it’s incredibly likely you’ll inflame those opposed to and if you set out with the right diversity 47% the media. there will be negativity and abuse it. And this is especially the case intent then it should never pale, Lloyds research. too. It’s just the world we live with LGBTQ+ diversity. When let alone fizzle out after the initial in. It’s essential to prepare you launch a new campaign, buzz. If you’re assured in your yourself for these and to draw or commit your backing to a comment, and approach then up a plan on how to deal with cause, make sure you’re regularly don’t back down at the picture them so your communications checking your social feed. There first sign of trouble. Find that are consistent and you don’t risk will likely be comments looking middle ground between passivity undermining your campaign with to attack such a decision. When and hysteria and ensure sloppy crisis control. a brand commits to a point of your conviction is stronger than Outvertising encourages agencies Intersectionality is more than a buzzword. It’s view, certain members of your the haters. and brands to think more broadly a way of understanding that consumers don’t In the whitepaper ‘Braving the consumer make-up will assume just fit into one box. So many of us are diverse in Backlash’ by We Are Social, the they have a stake in what you say. when representing the LGBTQ+ more than one way. Being truly inclusive means social media agency set out their And if they don’t like it, they’ll say community in our advertising. To make recognising how people’s identity cuts across the ‘Three R’s’ model: as much. Ensure you’re prepared sure that we represent our society categories that we like to cling to: BAME, age, gender, disability and states of neuro-diversity and to deal with these comments, at its truest, best and most diverse, • Remain: let comments that referring to the ‘Three R’s’ above well-being. It is possible to be disabled, lesbian and are critical of the brand’s Most importantly, don’t allow any it’s important to also understand the BAME. LGBTQ+ people represent a cross section of campaign but not in any way vitriol to overshadow your stance. 5 NEVER FORGET bigger cultural context. the country. unlawful or hateful remain on the page. There will always be those who Despite the rich diversity of today’s society, a take issue with a strong point recent study conducted by Lloyds showed that • Reply: hateful comments that of view. We don’t live in a 100% only 47% of people felt accurately portrayed in the should be publicly challenged. tolerant world, and it’s unlikely media. More than half of us have no reflection or The type of reply your brand we ever will. But never forget role modeling in the advertising around them. uses should be guided by your what got you started. Stick to brand’s anti-hate policy. your principles and return to This is not about tokenism. This is about a them frequently. Tend to your commitment to not just representing, but • Report: screenshot and work and ensure it updates with celebrating, the rich diversity of life. Look at how report any comments that 3 LEVERAGE PR the world around us. Be brave people really are and think about the impact you are in breach of the platform’s and remember that what you can make on them. Don’t be afraid to question who community guidelines to Ensure you know why you’re are doing, through all the is not being represented and look to other sources the platform themselves committing to LGBTQ+ diversity. backlash and abuse, is helping for advice on making a positive change. and, in extreme cases, local Don’t allow it to slip into simply the LGBTQ+ community. law enforcement. participation. Have your own Diversity and inclusion start within our own unique and personal reasoning For more information on how to company culture. Does your team have a varied It’s important to remain and put work into LGBTQ+ create your own social media make-up of members? Do you have an in-house D&I consistent and transparent with networks that can support you policy and address online hate representative or group that you could approach? your team. Consider publishing and any campaigns or ideas. visit the ‘We Are Social’ website Is your business aware of diverse initiatives and your social media guidelines or Constantly refer back to what and download their whitepaper groups outside of your company? making them available to your inspired you to take this stance ‘Braving the backlash’. team so everyone knows where in the first place, never losing Examples of useful industry organisations and you stand and how to deal with sight of your motivations and https://bravingthebacklash. initiatives are NABS, Creative Equals, any problems. what you set out to change. wearesocial.com the IPA’s Annual Diversity Survey and BAME 2020. outvertising 24 outvertising the business case

We’ve found the best way to inspire our colleagues is by sharing case histories. The following five examples represent different verticals, budgets and objectives but are united by one theme, they showcase the very best in LGBTQ+ inclusive marketing.

We hope you find these campaigns not only helpful but a useful beginning to your own steps in addressing a more progressive world. case studies outvertising 26 outvertising case study 1

BACKGROUND Since 1860, Smirnoff has been and influencer partnerships, as well also highlighted the variety, diversity the first quality vodka made for as actions in the world from festival and awesomeness of different everyone and this has formed the appearances to on-trade events. LGBTQ+ people. By creating a basis for Smirnoff’s strategy of The brand’s partnership with the platform for people to tell their own inclusivity, which seeks to champion LGBT Foundation saw them share stories, they ensured their portrayal those who open up good times guidance for a bartender-training was as genuine as possible. for the many. Partnering with true programme that raised awareness inclusive cultures, like the Voguing of non-binary issues. Smirnoff also ADVICE scene, the deaf dancing community, supported the organisation’s Village “We would humbly advise to stay multicultural scenes and the gender Angels project, a team of volunteers real. To portray real people in queer community, in order to who assist people in need in their real lives. LGBTQ+ people encourage everyone to be more Manchester’s . have been subject to stereotypes open. In 2017, they set their sights on and . As brands a new audience, Millennials, creating RESULTS supporting them, we should a campaign which would not only be “We’re Open” reached over 12 million distinctive but would have meaning avoid spreading those people across multiple platforms, to a generation known for being archetypes and the most liberal, open-minded and helping ignite brand growth for the inclusive ever. first time in a decade. The campaign show real individuals.”

STRATEGY When everyone feels included and accepted for who they are, it doesn’t just make the party more fun, it makes the world better. Yet for many, daily acceptance is still a long way off. Despite 12% of millennials identifying as or gender non-conforming, research found society lacked an understanding of them, with three out of four trans people reporting being a victim of a .

IDEA “We’re Open” brought together transgender and non-binary artists and performers with the LGBT Foundation in a movement aimed at making nightlife culture more open-minded and inclusive. The campaign was activated by a series of films, both short (15") and long (5 minutes), ongoing social content

72&sunny. Amsterdam.Smirnoff. We’re open. outvertising 28 outvertising case study 2

BACKGROUND STRATEGY Kellogg’s Corn Flakes, once the To restore their treasured standing an approach which celebrated Flakes. The brand set out to fuel the UK’s favourite cereal, and category as the nation’s favourite Kellogg’s the nation’s idiosyncrasies and hot topic of the diverse consumption leader, had slipped off people’s radar needed to talk to the widest consumption rituals, to trigger and rituals and idiosyncrasies of a nation and out of breakfast repertoires. As audience possible—the nation. to curate a national debate about of Kellogg’s Corn Flakes lovers— the one-time nation’s favourite, the At the heart of this approach the best ways to enjoy the simple celebrating difference across the brand was now dogged by bland and was a behavioural insight around pleasure of Kellogg’s Corn Flakes. nation. Acceptance of difference old-fashioned perceptions, losing consumption: even within one family naturally included showing everyone, out to newer, more modern and or household, between friends, from children to siblings, flatmates, exciting breakfast offerings. To grow across streets, let alone across IDEA parents, same-sex partners, various ethnicities, and drag queens. All they needed to reclaim lapsed users the whole nation, people had very The idea was #myperfectbowl, were featured in the campaign by reigniting brand salience and strong, differing opinions about a simple celebration of how each which ran over 3 phases across TV bringing Corn Flakes into the lives of the best way to enjoy Kellogg’s person eats their Kellogg’s Corn modern Britain. Corn Flakes. This insight set out and social.

RESULTS The campaign exceeded expectations and generated a phenomenal 17 million views Kellogg’s. My perfect bowl. online. Across the different video assets used, the LGBTQ+ cast far Leo Burnett. outperformed the generic assets by +20%, demonstrating people’s engagement in real stories from real humans across the nation. Not only did the campaign generate amazing soft metrics but it also helped Kellogg’s see a 2018 Net Sales uplift across the UK and by +5.8% vs the previous year and a Media ROI of +13% vs the previous year. With such amazing results Kellogg’s have shown that embracing diversity not only delivers social good but can improve the bottom line too.

ADVICE “There’s no big secret. Advertisers have a duty to foster a culture of inclusivity and acceptance. We don’t need to call out LGBTQ+, we simply need to normalise diversity. And a strong insight can transcend differences to bring people together.” outvertising 30 outvertising case study 3

Adam&EveDDB. McCain Foods. Here’s to love.

BACKGROUND RESULTS ADVICE For over 50 years, McCain Foods of who they are, where they’re from, As a result of the campaign, “For a mass brand like McCain — it have been feeding families from their gender, or who they identify McCain saw a positive shift in brand feels nice and truthful if the point across the country. In 2018 they as— as well as the more special and metrics, in particular with McCain of the campaign isn’t solely to make set out to drive awareness of their romantic meals they connect over. being perceived as modern, honest LGBTQ+ advertising, premium chips (both frozen and and generous. The campaign chilled) and build an emotional IDEA also contributed to a significant but rather to make connection with an audience that ‘Here’s To Love’ shines the spotlight increase in consideration, ensuring advertising that connects McCain hadn’t targeted in previous onto relationships and love McCain became the first choice communications, positioning their with fundamental emotive by celebrating how a wide range for consumers. And by featuring a products as perfect for those nicer of different couples connect real gay couple, the brand helped human truths — meals that you have at home. improve the portrayal of LGBTQ+ nowadays. To ensure this message which happens to be true of people by making a powerful point felt authentic they featured real the LGBTQ+ community as well about the uniting power of love. STRATEGY diverse couples from across the UK as others!” As a brand, McCain are committed (including lesbian couple Kimberley to celebrating the difference and and Molly). Running across Cinema, diversity of people across the UK— TV, VOD, Radio, OOH and Social the reflecting the reality of everyday campaign celebrated the fact that life. In order to accomplish this, they regardless of your background love tapped into the universal and uniting comes in all forms and everyone love and relationship dynamics that loves connecting over a special meal many couples share — regardless at the end of the day. outvertising 32 outvertising case study 4

Dublin bus. Proud dads.

BACKGROUND Rothco As one of Europe’s best in class LGBTQ+ employers, Dublin Bus wanted to do something special th to mark their 10 year supporting their children and Dublin Buses Dublin Pride. However, with many were turned into vehicles for love brands jumping on the Pride and support. To share the message bandwagon, showing genuine of equality and inclusivity the support had become a more experience was captured on film challenging task. In order to support and later shared on Social. Pride in a meaningful way Dublin Bus had to ensure they delivered a genuine positive impact on the RESULTS LGBTQ+ community. The presence of the Proud Dads had a profound impact on their kids, the LGBTQ+ community and STRATEGY people around the world. The video Over Dublin Bus’s 10 years of Pride was viewed 7.5 million times in the sponsorship, Ireland has transformed, first week and the campaign was with same-sex marriage legalised covered in 17 countries; 90 articles in 2015. Yet while the LGBTQ+ appeared in 70 publications. All of community now walk in Pride with this led to approximately 136 million their legal rights, many walk without impressions across the globe. The something equally important: the most powerful result was opening support of their father. Research up an immensely meaningful unveiled the fact that while many conversation within the LGBTQ+ Dublin dads wanted to support Pride, community. Proud Dads showed they didn’t feel it was their place to that the LGBTQ+ people of Ireland be at the festival. This needed to are loved and accepted, even by change. With the theme for the 2018 the people who are notoriously the Dublin Pride festival announced as hardest ones to crack, dads. ‘We Are Family’, the stage was set to make Dublin Pride 2018 the proudest one yet. ADVICE “Don’t just jump on the bandwagon, earn your place and IDEA At Pride 2018, Dublin Bus set out do something of real to create the Proudest bus at meaning or benefit for Pride — not the one with the most rainbow flags or glitter, but the one the LGBTQ+ community. with the proudest people, Proud You have the opportunity to make Dads. Hundreds of dads from all a real impact, do not just use it as over Ireland got on board to support a branding opportunity.” outvertising 34 outvertising case study 5 72&sunny.Axe. Is it OK for guys? Amsterdam.

BACKGROUND As a brand promoting self-expression The campaign was launched in both AXE fights the labels that limit the UK and US with a 60" anthem guys from being themselves. For film on YouTube revealing the most its first social mission, the brand common search queries, leaving decided to fight guys’ biggest them unanswered to highlight the enemy: Toxic Masculinity. From private internal struggles that can the pressure to be muscular, contribute to bullying, violence and tough and sometimes violent, to even suicide. Online, 25 different repressing their emotions as proof influencers including Anthony of being in control, to — above Joshua and Will Poulter gave their all — demonstrating heterosexuality, own answers to these personal many guys suffer from the questions while partnerships with constraints of gender stereotyping three non-profits — Promundo, Ditch every day. the Label and The Representation Project— provided guys with resources to support those STRATEGY struggling with toxic masculinity. Through analysing search engine data, AXE discovered a pattern among young guys aged 14–21. RESULTS There were many queries under #isitokforguys opened a global the same question: ‘is it ok for guys’. conversation on what masculinity These ranged from the lighthearted means. In two weeks, the campaign “…to be the little spoon?” to “…to had made 1.3 billion media experiment with other guys?” and impressions. Publications like the heavier “…to be depressed?” The New York Times and The To launch the brand’s first social Huffington Post covered the story, mission AXE wanted to make this and men and women everywhere invisible problem visible, in order to were mobilising themselves, open up the conversation around sharing over 154K articles and toxic masculinity. even educating children as young as eight-years-old in school on the previously taboo topic of toxic IDEA masculinity. By putting real guys ‘Is it OK for guys’ sought to provide forward to share a positive message, real answers to address these AXE decided to portray what today’s concerns and ultimately help young masculinity is: diverse men, free to men who silently suffer under look and behave the way they want, outdated gender labels. beyond outdated norms. outvertising 36 outvertising about outvertising about

Outvertising came into being in 2015 when Today the organisation continues to evolve and its Nick Bailey, Jan Gooding, Scott Knox, and Matt aims are: Scarff created an LGBTQ+ leadership group. It was originally called PrideAM. At the time To promote the fair and accurate Scott Knox told Campaign: representation of LGBTQ+ people in advertising and marketing communications. “Outvertising aims to ensure that anyone who is lesbian, gay, bisexual or transgender in our To remove any LGBTQ+ prejudice from industry is supported and represented at the the advertising and marketing workplace highest level. No one should ever feel they need and promote an open and inclusive creative to hide who they are at work, and particularly environment. not when they work in an industry as vibrant and progressive as advertising.” To promote positive LGBTQ+ role models in the advertising and marketing sector. It grew and changed from being a networking and support group to an advocacy organisation. To provide support and information to LGBTQ+ people working or seeking to work in the advertising and marketing sector.

Outvertising is entirely volunteer run, not-for-profit, and survives on just a few thousand pounds each year to pay for essentials like web hosting. The organisation is non-commercial to preserve its editorial independence.

For over 4 years Outvertising has been helping OutvertisingO “No one brands and agencies embrace LGBTQ+ diversity. With members from across the globe, we’ve been proud to undertake a whole host of different initiatives including role model workshops, panel should ever discussions and competitions.

Our members represent not only LGBTQ+ people feel they but straight allies too. Together we work to promote a better future while providing the support and network to help the next generation prosper. need to hide Anyone is welcome to volunteer and get involved in Outvertising, you don’t even have to work in marketing and advertising, though some experience or understanding of the sector would be useful. In who they aiming to be as accessible as possible there’s no membership fees to pay; we just welcome your are at work” active support. If you would like to find more about us and discover how you can get involved, simply visit us at our — Scott Knox website: www.Outvertising.org outvertising 38 outvertising statistics

Nielsen Media Lab, Stonewall, LGBT Ad Format Effectiveness Study . Trans Mental Health Study 2012.

When coupled with the ability for LGBTQ+ themed 48% of the trans community have ads to outperform generic ads in driving brand attempted suicide. recall the effectiveness case is clear.

Think with Google. Out Equal, Best Practices For Non-Binary Inclusion in the Workplace. 45% of consumers under the age of 34 say they are more likely to do repeat business with 71% of LGBTQ+ respondents and 82% of allies said a LGBTQ+ friendly company. statistics they were more likely to purchase from a company that supported LGBT+ equality.

Pride in London, YouGov, Pride Matters. A report into the lives of LGBT+ people in UK. 2017 LGBT brand rankings.

Throughout this guide we’ve used statistics from Just 1 in 5 LGBT+ Londoners feels comfortable 57% of LGBTQ+ individuals say: a multitude of different studies undertaken both showing affection to their partner. “I don’t see my lifestyle represented in advertising”. in the UK and internationally. We hope these provide the starting point in evidencing your own 19% of gay men and 35% of lesbians are not out LGBTQ+ strategy. to their employers. YouGov/UM, A way to go presentation by Michael Brown.

Journal of the American Medical Association, Simpson Carpenter Research, 2018 YouGov survey found 56% of 18–24 year olds Pediatrics: Difference-in-Differences Analysis Diversity matters to people. There is no downside to diversity. no longer identified as 100% heterosexual, 7% of the Association Between State Same-Sex Marriage increase from 2015. Policies and Adolescent Suicide Attempts. 31% of the LGBTQ+ population felt that the ad industry was portraying them badly. Every age range is showing increased openness to a Albert Kennedy Trust, An American Medical Association study conducted broader understanding of sexuality, with more than LGBT Youth Homelessness Report. over 17 years estimated that 134,000 fewer children 40% of the general population feel that the a tenth of people 60+ now also opting to identify as attempt suicide each year across US states where advertising industry does not accurately portray not completely heterosexual. LGBT young people are more likely to find same-sex marriage has been established. themselves homeless than their non-LGBT people of different gender identities. peers, comprising up to 24% of the youth 1 in 4 people have shown heightened openness and homeless population. sensitivity to LGBTQ+ visibility. Kantar Millward Brown. Stonewall, Progressive ads are on average 25% more likely to LGBT in Britain Work, Health and Trans Reports. Gareth Hagger-Johnson, Michael King, Joanna Semlyen generate positive engagement from consumers 58% of LGBT workers aged 18–24 have disguised and Justin Varney, than less progressive ads. Combined meta-analysis of 12 UK population health surveys. their sexuality at work in the last year because they Progressive ads are 47% more likely to be effective were afraid of discrimination. LGB people are twice as likely to experience in both the long and the short term when it comes According to one 2018 study, 61% of LGBT long-term mental health problems. to campaign performance. people have experienced anxiety and 52% have experienced depression within the last year.

Hornet & Nielsen, 2018 study. LBGT Capital, 2018 study. Two in five trans people and three in ten non-binary people have experienced a hate 3 out of 4 tested LGBTQ+ themed ads outperform The estimated UK spending power of the LGBTQ+ crime or incident because of their gender identity generic ads in driving brand recall. community reached $137 billion in 2018. in the last 12 months. Thanks to the Outvertising team who produced this guide. Editor Lee Menzies-Pearson | Chair of Outvertising Mark Runacus Contributors Katrina Urban, James Page, Lee Manton, Phil Clements