P&G & GLAAD’s ‘Visibility Project’ to Advance LGBTQ Visibility in Promoting

The renewed fervor guiding the social justice movement in the US, ignited by
the murder of George Floyd by Minneapolis police last yr, has compelled
the general public and firms alike to re-look at a myriad of challenges associated to the
perception and illustration of minorities and other underrepresented groups
across the country.

Organizations of all dimensions have built sweeping commitments to achieving racial
fairness,
and broadening their knowing of gender
range,
internally. And makes such as
Dove
and
Netflix
have known as for broader illustration in media — with Unilever even
removing the word
“normal”
from its particular treatment solutions and promoting — in an energy to close “othering”
in the media, with a target of difficult social prejudices and expanding
empathy and knowledge.

Now, Procter & Gamble
(P&G), which has been at the forefront of the inclusivity-in-media motion
with its believed-provoking
ads
and socially impactful
programming,
has partnered with LGBTQ media advocacy large GLAAD to
start The Visibility Project — a
campaign to push and maintain LGBTQ inclusion in adverts and marketing, and to
leverage the power of these media to speed up LGBTQ acceptance.

P&G’s Pantene model, for case in point, has established the bar for queer and transgender
inclusion and visibility: In 2018, Pantene Philippines attained throughout the world
awareness with its #StrongerTogether advert
campaign featuring transgender
supermodel Kevin Balot. In 2019, the brand name introduced its “Power to
Transform” marketing campaign celebrating the broader
spectrum of attractiveness in the LGBTQ community, partnered with GLAAD for a
vacation
advert
featuring the Trans Chorus of Los Angeles, and partnered with the Dresscode
Undertaking
to support cut down the pressure transgender people normally expertise when visiting a
hair salon. In 2020, its “Family Is BeautifuLGBTQ” collection of advertisements highlighted
queer couples who have adopted youngsters from distinctive cultural backgrounds and
in March of this yr, the company’s viral ad highlighted a lesbian few and
their transgender
daughter.

The Visibility Job

The intention of The Visibility Venture is to make this variety of illustration and
visibility the norm, relatively than the exception. P&G and GLAAD will convey with each other the world’s major
makes and advertisement agencies to advance LGBTQ inclusion in ads — developing and
supplying tools, strategies and assets for sector executives and employing the
electricity of promotion to accelerate LGBTQ acceptance.

Even though LGBTQ inclusion in marketing is increasing, a
2020 examine by
the Geena Davis Institute on Gender in Media located only 1.8 % of
people in ads from the once-a-year Cannes Lions pageant had been LGBTQ. New P&G
and GLAAD analysis, based on interviews with advertising and marketing executives, observed that
advertisers are worried with backlash from the group when inclusion misses
the mark. The investigation reveals a robust need to have for applications, assets, and best
techniques when inclusion happens.

Period a single of The Visibility Venture will recruit Fortune 100 advertisers to
collaborate on a blueprint for LGBTQ inclusion in promoting that makes certain
models and companies prioritize impression, as nicely as exact and reliable
representation. Dependent on learnings from the very first stage, The Visibility Project
will create and start business greatest methods and imagined management that
encourage and compel other manufacturers to improve inclusion in their personal ads and in the
marketplace as a whole.

In addition to partnering with GLAAD on the recruitment and education and learning phases,
P&G has fully commited a lot more than $1 million more than a few a long time to start, increase and
maintain The Visibility Undertaking.

“Equality is not only a best priority at P&G — it’s a obligation,” claimed P&G
Main Brand name Officer Marc Pritchard. “As just one of the world’s most significant
advertisers, we’re committed to making use of our voice and attain to increase visibility
of the LGBTQ+ local community in promoting and media. We strive for accurate
portrayal and will go on to acquire a stand to remove bias and progress
equality. By way of The Visibility Task, we hope to study much more about the unique
demands of the LGBTQ+ local community in get to elevate their visibility in our
articles and interaction.”

LGBTQ Inclusion in Advertising and marketing and Media, Advertiser and Agency Views

As portion of The Visibility Project’s launch, P&G and GLAAD have also introduced
findings from the LGBTQ Inclusion in Advertising and marketing and Media, Advertiser and
Agency
Perspectives
examine. Done in February 2021, the study is centered on responses from 200
internet marketing and advertising executives: 100 B2C advertisers with budgets of $50
million to around $1 billion, and 100 organizations representing shoppers with B2C
media budgets of $15 million to $1 billion.

The P&G/GLAAD review confirmed that — though the majority of internet marketing and advertisement execs
realize the significant social effects of liable and authentic LGBTQ
representation — quite a few are additional anxious about the dangers of inauthentic
representation and response from the LGBTQ neighborhood than with a public backlash
for which includes LGBTQ people today. The research factors to a need for much better sources to
create ads, which The Visibility Job aims to acquire with its companions.

“While there is broad comprehending of the actuality that inclusion of genuine
LGBTQ illustration in advertising encourages beneficial social change, we 1st
will have to transform company cultures and protected commitments from top rated management to
develop meaningful inclusion,” claimed GLAAD President and CEO Sarah Kate Ellis.
“The Visibility Task marks a new milestone in GLAAD’s crucial do the job with P&G
to mature LGBTQ inclusion in the world of promotion and leverage the electric power of
ads to develop alter and acceptance. For the duration of this pivotal minute when models are
stepping up and stepping out on social difficulties, the inclusion of LGBTQ persons and
problems is a major opportunity and obligation.”

The launch of the Visibility Project and this new study builds on the impression
of P&G and GLAAD’s 2020 LGBTQ Inclusion in Promotion and Media analyze — the very first-ever to measure how
non-LGBTQ men and women in the US reply to LGBTQ illustration in Television set, films and
promoting.

Go through additional results of the 2021 ‘Advertiser & Agency Views on LGBTQ
Inclusion’ Examine right here.

For info on joining The Visibility Project,
take a look at http://glaad.org/Visibility-Venture.