How to get LGBTQ+ advertising and representation right
Empathy is key to driving advertising success. Businesses should choose a strategy that is authentic to their messaging and their purpose. So how do you get this right?
1. Diverse casting
This means including members of the LGBTQ+ community as part of a diverse cast, respecting their identity and way of life as part of a diverse world, and showing the community as they are along with others.
LGBTQ+ celebrity casting helps increase awareness and support but needs to be accompanied by a theme that resonates with the community. A great example of LGBTQ+ inclusion done right is this ad from Gatorade.
The campaign highlights the equal capabilities of women and men in sports, focusing on channelling your inner competitor.
Over 70% of LGBTQ+ and straight respondents thought that the ad had a progressive view of modern society and a positive impact on those underrepresented among straight and LGBTQ+. The ad was in the top 25 percentile for involvement and the 96 percentile in terms of emotional engagement based on facial coding.
2. Inclusive family
There are ways to show a more diverse and inclusive family. The focus of portraying LGBTQ+ need not be only their identity. They also play the role of spouse, son, daughter, father or mother and showing those bonds and acknowledging them can go a long way in connecting with that audience.
Zola launched a series of commercials where various couples wonder what their wedding would have been like if it had been planned through the custom wedding website and one of which involves a lesbian couple’s wedding. The LGBTQ+ inclusion feels like a natural part of the storyline.