According to Stonewall’s 2017 LGBT in Britain research, 1 in 7 LGBT+ people report experiencing discrimination because of their sexual orientation and gender identity when in a shop or department store. Google is fighting against this with a new #OpenToEveryone drive, promoting the need for medium-sized businesses to mark their shops as ‘LGBTQ-friendly’ safe spaces.
Created by House of Greenland, the campaign aims to boost awareness of the need for businesses to identify as LGBT-friendly through the use of a specific attribute on their Business Profile, allowing it to be visible to users on Google Search and Maps.
The campaign is based around Google’s Business Profile section, which gives business owners the ability to personalise their profile and signpost their offering beyond just opening times and location. Attributes such as ‘women-led’ are available to provide comfort and security, alongside ‘LGBT-friendly’.
House of Greenland’s hero video, A safe space that’s made to measure, follows Orhan London Tailoring: an East-End business that offers bespoke wedding suits, primarily for lesbian and non-binary customers who want a choice of outfit that goes beyond the traditional wedding dress.
The film charts Orhan's journey, and how they came to offer an LGBT+ specific tailoring service for lesbian and non-binary women who don't want to wear a traditional wedding dress to their ceremony. Happy brides-to-be are seen trying on clothes and chatting with staff, feeling at ease, safe in the knowledge that they are in a LGBT-friendly business.