Allstate rolls out its annual LGBT campaign
Allstate Insurance has launched its ‘Out Holding Hands’ campaign in partnership with singer-songwriter Eli Lieb which encourages the LGBT community and its supporters to spread love by holding hands publicly.
The campaign comes during Pride Month and ahead of the US Supreme Court’s decision on marriage equality.
Georgina Flores, vice president of marketing for Allstate, said: "This is an important time for the LGBT community and Allstate wants to be part of creating a future where everyone can feel safe to show love and affection in public without judgment. We want to showcase our dedication in a way that elicits empowerment and action."
Created by Leo Burnett, the campaign, which is in its third year, includes digital and social elements that allow people to virtually hold hands. At allstate.com/LGBT, developed by production company Tool, people can upload a photo of themselves holding out their hand to become part of a global hand-holding chain that will grow in real-time.
The site also includes an animated film with Lieb called ‘Safe In My Hands’ where users can also download the song.
Along with digital, print, and out-of-home advertising, Allstate will participate in the New Jersey, Los Angeles, San Francisco, Chicago, and Minneapolis Pride Fest events and parades throughout the month.