We’re very proud to be collaborating on two One Minute Briefs in July and August with Outvertising and can’t wait to see how the OMBLES get creative to share important, positive messages across our community and beyond. This coincides with the recent changes to our board and Shae Leigh becoming out LGBTQ+ OMBassador.
It’s great for us to be able to show our support for Outvertising and work with them moving forward to make our community even more inclusive for everyone. We pride ourselves on the fact that anyone can enter OMB and we strive to keep learning and supporting everyone as we grow.
With the first brief we are challenging the OMBLES to create posters to encourage themselves & colleagues/industry to make more inclusive ads.
Tweet your entries to @OneMinuteBriefs and @Outvertising with the hashtag #InclusiveCreativity
Prizes:
Shortlisted and winning entries to promoted through industry press and the Outvertising network
Shortlisted entries will be discussed during the Outvertising social on the 15th July - an open forum where the audience can join and gain insight into the Judges perspective and considerations.
A free consultation & support session from Outvertising for a future project to help advise them/their agency on making them more inclusive.
The winner will be announced at the Outvertising Awards later in 2020.
Special Outvertising OMB tee
Because diversity and inclusion is for the whole year, not just Pride month. Our ads need to reflect this.
The posters 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.
Supporting info as an example of advertising in the UK:
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 - for you and your audience. D&I in ads MAKES A REAL DIFFERENCE!
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. It improves recall versus generic ads and increases positivity towards brands trying to feature minorities. (e.g. In the UK survey, 63% of people feel more positive towards brands who include LGBT+ people)
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%).
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.
For more info and insights about LGBTQ+ inclusive advertising, download the Outvertising Guide from https://www.outvertising.org/outvertising-download
