5 Ways Brands Can Kickstart Meaningful Campaigns This Pride Month
If you happen to open your favorite fashion app or pay a visit to your neighborhood cafe, you are likely to see rainbow aesthetics everywhere. June is Pride Month, an annual observance and celebration of the LGBTQ+ (lesbian, gay, bisexual, transgender, and queer) community. Ever since, the LGBTQ movements have gathered momentum, brands and businesses across the globe have pandered towards this community. So whether it is hiring more people from this diaspora onto their teams or making LGBTQ rights activists the face of their brands, both big and small business owners are trying to be more inclusive.
Although strides have been taken in the direction of inclusivity, there is much more that needs to be done than what meets the eye. It's important for brands to approach Pride Month campaigns with sensitivity and avoid tokenism or exploitation.
Brands can play a significant role in supporting and celebrating Pride Month by creating meaningful campaigns that resonate with the LGBTQ+ community. Here are five ways brands can kickstart impactful campaigns during Pride Month -
# 1 Move Beyond Rainbow Packaging
In the past years, many brands have adhered to the tokenism of rainbow packing/colors in their marketing materials. At the beginning of it all, these steps were certainly refreshing, however with time brands must go above and beyond this gesture. Here are a few examples of how brands can achieve this -
Bring onboard members of the LGBTQ+ community to lead the campaign. Allow them to share their stories on your social media page. This is excellent from the standpoint of both representation and creating awareness.
At the same time, don't limit the representation to just well-known faces from the LGBTQ+ group and have a formidable presence on social media. Identify not-so-famous people from this group of individuals and let them become part of your marketing campaign.
Engaging ordinary people from this community will resonate better and allow you to create compelling stories.
# 2 Stick To What You Believe
In the age of social media, there will always be diverse views and not all responses to your marketing campaigns will be positive. Some pockets of people may object to your campaign. However, if overall the tonality of the campaign is positive and the majority of responses are favorable, do not feel the pressure to pull down the campaign. Stick to what you believe in!
# 3 Support LGBTQ+ Non-profit Organizations and Causes
Align your campaign with a meaningful cause by donating a portion of sales or proceeds to LGBTQ+ charities or advocacy organizations. This demonstrates a commitment to supporting the community and can help raise awareness and funds for important LGBTQ+ initiatives. Look for organizations that focus on advocacy, education, support services, healthcare, or community development. Verify their credibility, impact, and transparency by reviewing their mission, programs, financial information, and success stories.
Create compelling content of success stories that stemmed from your support. This will have a genuine impact and will bring your brand in a positive light.
# 4 Organize Fundraising and Awareness Campaigns
Organize or participate in fundraising events or campaigns to raise funds and awareness for LGBTQ+ causes. This could involve hosting a charity event, participating in a sponsored walk or run, or initiating an online crowdfunding campaign.
Encourage friends, family, employees, and colleagues to get involved and support the cause. Invite social media influencers from the LGBTQ+ space to the event.
# 5 Long-Term Commitment - Beyond Pride Month!
Promoting LGBTQ+ inclusivity and support should extend beyond Pride Month to create an ongoing commitment to the community. Instead of limiting your support to just Pride Month, showcase your brand's long-term commitment to LGBTQ+ inclusivity and equality. Implement sustainable policies within your company that support LGBTQ+ employees and customers year-round. This demonstrates genuine support beyond a short-term marketing campaign.
If your brand is serious about amplifying LGBTQ+ rights, these recommendations will take you on the right path. Awareness and education are key to a successful campaign. Engage in meaningful conversations, listen to the LGBTQ+ community, and continuously educate yourself to ensure your campaigns have a positive impact.
galleri5 is an award-winning influencer marketing company that stands with the LGBTQ+ community. We have a pool of talented creators across genres and platforms and we believe in inclusivity and equal opportunity for all.
We can help brands kick-start meaningful campaigns that align with their business goals and ethos and the vision they stand for. Book a demo today!