Every June, most brands start gearing up to create specialised communication for Pride month. While some change their logo to integrate the rainbow flag and launch Pride-related merchandise, others choose to share impactful messages and focus on long-term initiatives. For some it’s an opportunity to jump on a trend, for others, it’s their moment to demonstrate their support for the LGBTQ+ community. Irrespective of the agenda, it's crucial for brands to go beyond mere symbolism and avoid falling into the trap of rainbow-washing.
What does it take to create an impactful, meaningful, and striking campaign strategy for Pride Month? Let’s begin with a walk through some campaigns over the years that failed to make a mark - 5 Campaigns That Missed The Mark. Scroll on for best practices to create a notable Pride Campaign as an ally over a brand.
Educate Yourself:
To build authentic allyship, it is essential to educate yourself and your team about the experiences, challenges, and achievements of the LGBTQ+ community. Familiarise yourself with LGBTQ+ terminology, historical milestones, and contemporary issues to avoid unintentional misrepresentations.
Authentic Representation:
Rather than relying solely on stereotypes or tokenistic portrayals, ensure that LGBTQ+ individuals are represented accurately and meaningfully in your content. Prioritise authenticity and avoid using LGBTQ+ individuals as mere props or marketing tools. Collaborate with them to create narratives that resonate and reflect their diverse experiences.
Amplification of LGBTQ+ Voices:
Provide a platform for LGBTQ+ voices to be heard and uplifted. Spotlight the stories, achievements, and perspectives of LGBTQ+ individuals and organisations, giving them a genuine platform to share their experiences. Create a scope to empower marginalised voices within your content.
Partnerships with LGBTQ+ Organisations:
Forge strategic partnerships with credible LGBTQ+ organisations or non-profits that align with your brand values. Collaborate on campaigns or initiatives that directly impact and support the LGBTQ+ community. Highlight the work and contributions of these organisations in your content to showcase a genuine commitment to allyship.
Employee Engagement and Support:
Allyship should not be restricted to the audience outside the brand. Ensure your internal practices align with your external messaging. Foster an inclusive and supportive workplace environment for LGBTQ+ employees. Establish Employee Resource Groups (ERGs) that provide safe spaces for discussion, organise educational initiatives, and promote LGBTQ+ representation within the organisation.
Use of Inclusive Language:
Craft your content using inclusive language that avoids assumptions about gender or sexual orientation. Replace gendered pronouns with gender-neutral alternatives where appropriate and be mindful of using respectful and inclusive terminology throughout your marketing collaterals.
Keep the Chatter Alive:
Being an ally of the LGBTQ+ community as a brand is not restricted to June. You must consistently continue conversations around your thoughts and initiatives for the community beyond Pride Month. You need not create detailed campaigns every month, but ensure that you continue to publish impactful and engaging content pieces throughout the year.
Need some inspiration? Here are some campaigns that stood out for us - 5 Pride Campaigns That Hit The Nail On The Head.
To be an effective ally to the LGBTQ+ community, brands must prioritise genuine support, education, and inclusivity. With these strategies and learning from successful campaigns, you can avoid the pitfalls of rainbow-washing and create content that resonates with authenticity and respect. Embrace your role as an ally, build meaningful connections, and contribute to a more inclusive society for all.
Psst! This blog was made with 💛, lots of teamwork and edited by a human with some help from Generative AI. We’re not ones to steal credit. #PuttingItOutThere