P&G have released a brand new film demonstrating the impact of LGBTQI-inclusive advertising
BY SOPHIE GRIFFITHS
GLAAD, the world’s largest LGBTQI media advocacy organisation, today announced findings of the LGBTQ Inclusion In Advertising and Media study, conducted in partnership with Procter & Gamble (P&G), the world’s largest advertiser.
GLAAD and P&G’s study details how non-LGBTQI Americans respond to TV, films, and ads featuring LGBTQI representation. The results demonstrate that there is a high level of tolerance and comfort around viewing LGBTQI images in the media and favourability towards brands with LGBTQI-inclusive advertising.
Ultimately, when advertisers include LGBTQI images and narratives, they lead to greater acceptance and understanding within society.
“The findings of this study send a strong message to brands and media outlets that including LGBTQ people in ads, films, and TV is good for business and good for the world,” said GLAAD President & CEO Sarah Kate Ellis.
“During the COVID-19 pandemic, when media consumption is up and when media outlets serve as lifelines for LGBTQ people in isolation, companies should recognise that now is the right time to grow the quality and quantity of LGBTQ people in advertising. Significant work still needs to be done given the history of bias in LGBTQ representation, but leaders like P&G are raising the bar and bringing other powerful brands to the table.”
● 72% of respondents who had been exposed to LGBTQI people in the media were more likely to be comfortable learning a family member was LGBTQI, compared to those who had not (66%).
● 69% of respondents who had been exposed to LGBTQI people in the media were more likely to be comfortable starting a conversation with people whose gender is unclear when compared to respondents who had not (60%).
● 73% of respondents who had been exposed to LGBTQI people in the media were more likely to be comfortable learning their doctor is gay, lesbian or bisexual when compared to respondents who had not (67%).
● 80% of respondents who had been exposed to LGBTQ people in the media say they are more supportive of equal rights for LGBTQ people when compared to the respondents who had not recently seen LGBTQI people in the media (70%).
● 82% of respondents believe that it reflects the company’s value for all kinds of diversity when companies use LGBTQI people in their advertising.
The Power Of Visibility
The power of LGBTQI visibility in advertising is also demonstrated in P&G and CNN’s new film, They Will See You.
In the film, we hear why representation in advertising and media matters from LGBTQI organisations like GLAAD, LGBTQI consumers, and members of the Trans Chorus Of Los Angeles, among others.
The film showcases the impact that inclusion can have on local communities and how global brands can increase the visibility of marginalised people everywhere.