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How JTI uplifted its LGBTQI+ workers with ‘#ThriveWithPride’


By Awards Analyst, writer

December 5, 2022 | 3 min read

JTI and Ignis’ ‘Thrive with pride at JTI’ campaign scored at The Drum Awards for B2B in the category Most Powerful B2B DEI Initiative. Below, we uncover more about the victorious ad.

pride month banner

A campaign still from 'Thrive with pride at JTI' / Credit: JTI

Research tells us most consumers want brands to show their hand and support the LGBTQ+ community. Ignis and JTI‘s ‘Thrive with pride‘ campaign provides a successful example.

The brief

In February 2020, Switzerland-based Japan Tobacco International, or JTI, enlisted Ignis to bring ‘Pride‘ to the LGBTIQ+ employees that exist within its global workforce of 48,000.

This year, JTI tasked Ignis with making this subset of workers feel seen, understood and celebrated, regardless of whether they are ‘out‘, as well as highlighting the company‘s inclusive events that occur throughout the year, stressing that Pride is not just a fleeting celebration but an ongoing one. The campaign would be aptly called ‘#ThriveWithPride‘.

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The idea

Above all else, the digital-first campaign would be designed to make JTI‘s LGBTQI+ global employee base feel supported and united. This would entail weaving together the company‘s myriad DE&I initiatives – from highlighting its nine Pride chapters around the globe, to spotlighting the stories of individual queer employees, and others.

The results

In keeping with this ethos of solidarity and empathy, Ignis created an animated Pride flag as a rope that figuratively ties these many moments, and people, together, signifying that the people make up the fabric of the culture at JTI.

This campaign was a winner at The Drum Awards for B2B 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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