P&G and GLAAD Announce “The Visibility Project” and Release New Research to Improve LGBTQ Visibility in Advertising
P&G Commits Over $ 1 Million Over Three Years, Partners With GLAAD To Unite Brands And Agencies Working To Advance LGBTQ Inclusion In Advertising
A new GLAAD and P&G study of 200 senior marketing and advertising professionals finds leaders recognize LGBTQ inclusion as a force for positive social change, but concerns exist about the LGBTQ community’s response if representation is not authentic
Today, Procter & Gamble (P&G) and GLAAD, the world’s largest lesbian, gay, bisexual, transgender, and queer (LGBTQ) media advocacy organization, announced The Visibility Project, a new campaign to stimulate and enhance to support the inclusion of LGBTQ in advertising and marketing and to harness the power of these media to accelerate acceptance of LGBTQ.
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To learn more about the Visibility project: http://glaad.org/visibility-project
For the results of the GLAAD and P&G ‘Advertiser & Agency Perspectives on LGBTQ Inclusion’ Study: http://www.glaad.org/2021inclusionstudy
The visibility project
With The Visibility Project, P&G and GLAAD will bring together the world’s leading brands and advertising agencies working to advance LGBTQ inclusion in advertising, by creating and providing tools, techniques and resources to leaders. industry, and harnessing the power of advertising to accelerate acceptance of LGBTQ people.
As LGBTQ inclusion in advertising grows, a 2020 Geena Davis Institute gender in media study found that only 1.8% of characters in annual Cannes Lions festival ads were LGBTQ – a decrease of 0.1% compared to the previous year. A P&G and GLAAD study released today, based on interviews with advertising executives, found that advertisers are concerned about negative community reactions when inclusion is missed. Research shows a strong need for tools, resources and best practices on inclusion.
The first phase of the visibility project will focus on recruiting Fortune 100 advertisers to sign up as partners and collaborate on a plan for LGBTQ inclusion in advertising that ensures brands and businesses put priority impact, as well as an accurate and authentic representation. The GLAAD Media Institute, made up of a team of consultants who improve LGBTQ representation in media, will then work with partner companies to consult on inclusion in advertisements, as well as overcoming internal barriers to increase LGBTQ inclusion. .
Based on the lessons learned from the first step, The Visibility Project will develop and launch industry best practices and thought leadership that inspire and compel other brands to increase their inclusion in their own advertisements and in the industry in his outfit. In addition to its partnership with GLAAD on the recruitment and training stages, P&G will initially commit more than $ 1 million over three years to launch, develop and support the visibility project.
To learn more about joining the Visibility Project, visit http://glaad.org/Visibility-Project.
“Equality isn’t just a top priority at P&G – it’s a responsibility,” said Marc Pritchard, Chief Brand Officer of P&G. “As one of the world’s largest advertisers, we are committed to using our voice and reach to increase the visibility of the LGBTQ + community in advertising and media. We strive to achieve a true image and will continue to take a stand to eliminate prejudice and advance equality. Through the Visibility Project, we hope to learn more about the unique needs of the LGBTQ + community in order to improve its visibility in our content and communication. “
Project Visibility is P & G’s most important program to inspire the next generation of advertising executives and advocates for LGBTQ businesses. The project is a natural next step in P & G’s commitment to producing content and research that will encourage advertisers and media to promote a more inclusive and tolerant culture by faithfully and authentically representing LGBTQ people.
Study “Inclusion of LGBTQ in advertising and media, the perspectives of advertisers and agencies”
As part of the launch of The Visibility Project, P&G and GLAAD also announced the results of the “LGBTQ Inclusion in Advertising and Media, Advertiser and Agency Perspectives” study. Conducted in February 2021, the study is based on responses from 200 marketing and advertising managers: 100 B2C (business to consumer) advertisers with budgets of $ 50 million to over $ 1 billion, and 100 agencies representing clients with B2C media budgets of $ 15 million to $ 1. billion.
The P&G and GLAAD study showed that marketing and advertising executives are more concerned about the risks of an inauthentic portrayal and response from the LGBTQ community than about a public backlash for inclusion of LGBTQ people.
81% of advertisers and 41% of agencies agree that “inauthentic execution of LGBTQ people and scenarios would result in more backlash than not presenting them at all in ads.”
78% of advertisers and “31% of agencies agree” that it is difficult to adequately represent the LGBTQ community because the community is complicated and has many nuances. “
61% of advertisers and 28% of agencies agree that they “fear negative reactions from the public for including LGBTQ people in advertising”.
Marketing and advertising executives are aligned with their recognition of the important social impact of responsible and authentic LGBTQ representation.
61% of advertisers and 60% of agencies strongly agree that companies that feature LGBTQ people and storylines in advertising “help consumers understand and respect LGBTQ people”.
56% of advertisers and 60% of agencies strongly agree that businesses that feature LGBTQ people and storylines in their advertising are “businesses that value all kinds of diversity”.
56% of advertisers and 55% of agencies strongly agree that businesses that feature LGBTQ people and scenarios in their advertising are “businesses that support LGBTQ rights”.
The results reveal that agencies are more supportive and more accepting of LGBTQ inclusion, preparing them for a stronger advocacy role.
While 55% of agencies strongly agree that the presentation of LGBTQ people and scenarios is supported by their management, only 39% of advertisers said the same.
Only 33% of advertisers and 46% of agencies are very likely to recommend the use of LGBTQ people and the storylines are advertising the business or client.
By evaluating the existing culture of their own organization, 52% of agencies and 36% of advertisers consider their culture to be “very welcoming and inclusive of all communities”.
The research summary and additional results, available here, indicate a need for better resources to create ads, which The Visibility Project will develop with its partners.
“While there is a broad understanding that including authentic LGBTQ portrayal in advertising promotes positive social change, we must first transform corporate cultures and secure top management commitments. to create meaningful inclusion, ”said Sarah Kate Ellis, CEO of GLAAD. “The visibility project marks another important milestone in GLAAD’s important work with P&G to increase LGBTQ inclusion in advertising and harness the power of advertising to create change and acceptance. During this pivotal moment when brands are mobilizing and mobilizing on social issues, the inclusion of LGBTQ people and issues is a major opportunity and responsibility. “
Project Visibility launch and new research builds on the impact of P&G and GLAAD’s 2020 “LGBTQ Inclusion in Advertising and Media,” the first-ever study that measured how non-LGBTQ Americans respond to LGBTQ portrayal on television , in movies and in advertising.
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GLAAD rewrites script for LGBTQ acceptance. As a dynamic media force, GLAAD tackles difficult issues to shape the narrative and spark a dialogue that leads to cultural change. GLAAD protects all that has been accomplished and creates a world where everyone can live the life they love. For more information, please visit www.glaad.org or connect with GLAAD on Facebook and Twitter.
See the source version on businesswire.com: https://www.businesswire.com/news/home/20210512005606/en/
Enrique Garay, H + K Strategies
Brent Miller, P&G
Rich Ferraro, GLAAD