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PrideAM challenges brands to recreate ads for LGBT+ audiences

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By Robyn Darbyshire , Junior Content Editor

May 15, 2017 | 3 min read

PrideAM, an LGBT+ organisation for people working in the advertising and marketing industry, has launched a new initiative backed by Royal Mail, Mars and Aviva asking agencies to reimagine creative work to better reflect the community in advertising.

drum

Drum's recreation of a Starbucks ad

A survey conducted recently by UM London and Grindr found the majority of British gay and bisexual men think that the LGBT+ community is “invisible” in advertising.

Further research shows that LGBT people make up just 0.06% of people in advertising

Faced with such statistics, the non-profit organisation has tasked brands and agencies with reimagining creative work to include LGBT+ people in an effort to ignite debate around diversity, inclusion and LGBT+ representation in adland.

“We know that 49 percent of 18- to 24-year-olds don’t identify as totally straight or gay. As a result, it’s simply not acceptable to ignore LGBT+ people in the creative development process,” said Mark Runacus, president of PrideAM.

“For the next generation, LGBT+ inclusion is the new normal. This isn’t about gaywashing. Our Pride Brand Makeover is deliberately created to trigger a debate about how to better integrate LGBT+ audiences into the work we do. It’s been proven that the majority of consumers think more positively of brands that embrace diversity in their advertising.”

The campaign has already been backed by marketers from the companies such as Royal Mail, Mars and Aviva and is open to everyone in the industry; including individuals from agencies, brands, freelancers and students.

“The only way we are going to drive forward diversity and inclusion in the industry is through action, rather than just talk and this is a big step in the right direction. It’s a great opportunity to experiment where this new lens takes established creative ideas. I can't wait to see what people do,” said Jan Gooding, global inclusion director at Aviva.

In 2015, PrideAM created a similar contest with Diva to redesign iconic ads with a lesbian twist, to celebrate more diverse audiences. Drum and Iris won with their recreations of famous Coca-Cola and Starbucks ads.

Brands and agencies are encouraged to enter at www.prideam.org/makeover. Entries close on 31st July 2017. The winners will be chosen after Pride in London by an expert panel of judges.

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