We’re pleased to share our second collaborative One Minute Brief with Outvertising today and give our community another opportunity to show how creative they can be and join together as one in support of an important message on the mutually beneficial power of inclusivity within the creative industry.
We can’t wait to see the results of today’s brief. Get involved!!!
Tweet your entries to @OneMinuteBriefs and @Outvertising with the hashtags #InclusiveAds & #OutvertisingAwards
Prizes:
Submissions will be discussed during the Outvertising social Zoom call on the 13th July - an open forum where the audience can join and gain insight into the Judges perspective and considerations on what makes great inclusive advertising.
The winning submission will receive the 'Outvertising Accelerator Award' at the Outvertising Awards event later in the year (17th September). Alongside other awards celebrating ‘done’ ads and campaigns that have been more inclusive of LGBTQ+representation), it’ll be highlighted through industry press and the Outvertising network.
Outvertising will work with them to explore the idea potentially becoming realised in some way with the featured brand (inc. mentorship, approaching the brand & possible channel sponsorship etc).
One Minute Brief of the Day:
Create ads that positively re-envisage, extend or amend current or past ads/campaigns to be more inclusive to the LGBTQ+ community with @Outvertising #InclusiveAds
We’re looking for creative messaging through sketches, scamps, GIFs, designs and more to illustrate how ads/campaigns can be made more inclusive without detriment, and rather benefit! It doesn’t need to be perfect, we’re here to foster positive attempts and learning for the community, industry, brands and beyond.
We are looking for positivity (building/evolving, not attacking brands), to illustrate how great advertising can be more inclusive too - something we can all get behind.
It’s a great opportunity for the OMBLES to show our support for this amazing initiative in lots of different creative ways that show inclusive creativity is do-able and can make comms even better. More authentic and reflective of society and universal truths.
You can reimagine an existing/past ad or campaign, whilst also being more inclusive.The previous brief was about ‘why’ we should all make more inclusive ads, this is about illustrating the potential of how it can be done positively!
Some examples to think about could be to augment ads with only hetro or gender ‘normative’ protagonists/stories … 'hetro-normative' romance/love ads (e.g. perfume), sexualised/idolised people (e.g. Diet Coke break), or ads that depict family 'norms' (e.g. Oxo gravy family dinner), or different stories of success (e.g. getting the girl/ the job/ the acceptance/ the mortgage).
Some categories are perceived as making the least effort according to the C4 ‘Inclusivity in Advertising’ Report - so you could also consider reimagining/ augmenting an automotive or finance or electronics goods ad more inclusive!
About Outvertising
We are the not-for-profit LGBTQ+ advertising advocacy group.
We are all industry volunteers on a mission to drive LGBTQ+ equality.
We are here to promote more, positive LGBTQ+ representation in advertising.
We are also here to promote positive LGBTQ+ role models.
We are here to agitate, educate, demonstrate and celebrate all things LGBTQ+ in ad land.
https://www.outvertising.org/
FYI - in case you missed it, here are some of the facts and insights behind WHY this all matters in advertising:
Because diversity and inclusion is for the whole year, not just Pride month. Our ads need to reflect this.
The ads should encourage/remind the creative industry to be more inclusive for the LGBTQ+ community and drive reappraisal of unconscious biases against LGBTQ+ inclusion in their advertising campaigns.We want each of us and the industry to realise our choices have real societal impact and make a real difference creatively. This, in turn, will have a positive effect on business.Now is the time to seize the opportunity and take responsibility for their part in making the advertising world a more inclusive place.
Ads aren’t diverse & inclusive enough:
‘Inclusivity in advertising’ by C4 report https://s3-eu-west-1.amazonaws.com/c4-cp-assets/corporate-assets/2019-10/Channel%204%20-%20Inclusion%20%26%20Diversity%20Insights%20-%20October%202019.pdf shows how little minority groups are portrayed in adverts as the lead (only 1%). The average adult sees a minority (disabled/lgbt/minority ethnicity) as lead character only once every 2.5days.
LGBT feature in only 3% vs being (at least) 6% of the population… although if you look at Tinder, 1in 5 of matches are now ‘queer’! https://www.gaystarnews.com/article/one-in-five-tinder-matches-are-queer-as-more-young-people-open-up-to-lgbt-dating/ (With uplift in people across age groups increasingly not identifying as 100% heterosexual (YouGov2018 study) e.g. over half of young people (18-25)in 2018.
Diversity is a fact (are they seen?), whilst Inclusivity is more of a feeling - most don’t feel representative as one LGBT+ person remarked in the study “there’s more than one way to be gay”.
Cliches/Tokenism isn’t the way ahead and minorities are felt to be seen most often only in montages of different people.
Ads don’t reflect society enough
Only 25% think ads reflect all groups in society
Only 32% think ads reflect modern society
Yes it’s hard, but it’s worth it
Even the audience get that it’s hard to show the often ‘invisible’ (whether mental issues or sexuality/gender without explicit mention)
BUT it benefits us all. - increases positivity towards brands trying to feature minorities. (e.g. 63% of people feel more positive towards brands who include LGBT+ people)
D&I in ads DOES MAKE A DIFFERENCE!
https://www.thedrum.com/news/2020/05/28/media-representation-driving-lgbt-acceptance-says-pg-study
72% of respondents who had been exposed to LGBTQ people in the media were more likely to be comfortable learning a family member was LGBTQ, compared to those who had not (66%).
80% of respondents who had been exposed to LGBTQ people in the media say they are supportive of equal rights for LGBTQ people when compared to the respondents who had not recently seen LGBTQ people in the media (70%).
For more info and insights about LGBTQ+ inclusive advertising, download the Outvertising Guide from https://www.outvertising.org/outvertising-download
