Last year the OMBLE community wonderfully rose to the creative challenge of reimagining ads to make them more LGBTQ+ inclusive, (here’s last year’s shortlisted entries) which is why we’re back again but with a specific focus this year: Outvertising recently wrote an open letter to the marketing industry calling for action on queer female inclusion and representation. Queer women are more thaen twice as likely to remain in the closet as their male colleagues. In support of that letter, the 2021 Reimagine award is putting a specific focus on female queer or non-binary representation in the adverts produced by this year’s creative challenge. So the challenge is to reimagine an ad to include queer women, positively for both the ad and queer women.
We’ll create a shortlist shortly after today, and announce the winner at the final Awards evening (4th November).
One Minute Brief of the Day:
Reimagine an ad, or extend a past campaign with an ad, to make it more inclusive of the LGBTQ+ community, in particular women - with @Outvertising #ReimagineAward
We’re excited for today’s brief with Outvertising, the advocacy group on a mission to drive LGBTQ+ representation in advertising, for their 2021 awards.
Prizes:
The winner will receive £500 cash, the ‘Reimagine Award’ and be celebrated in our comms and at the Outvertising 2021 Awards (4th November), supported by Facebook, Diageo and GSK!
Tweet your entries to @OneMinuteBriefs and @Outvertising with the hashtag #ReimagineAward
Remember to include your Twitter handle on the corner of your entries!!
What we’re looking for:
We’re looking for ads reimagined or additional executions for an existing campaign (whether sketches, scamps, storyboards or GIFs), to illustrate how ads/campaigns can be made more inclusive of LGBTQ+ women without detriment to anyone. The execution doesn’t need to be perfect: we’re here to foster positive intention and attempts and learning for the OMB community, industry, brands and beyond.
We are looking for positivity, to illustrate how great advertising can be more inclusive too, building and evolving, rather than attacking brands or just using old cliches.
For more info and insights about LGBTQ+ inclusive advertising, download the Outvertising Guide.
You may want to look at ads in categories that appear to make the least effort according to the C4 ‘Inclusivity in Advertising’ Report.
FYI - in case you missed WHY LGBTQ+ inclusion is rewarding for both advertising and society here are some of the facts and insights:
Because diversity and inclusion of LGBTQ+ people helps society accept people for who they are. Our ads need to reflect this, but they don’t currently, even though LGBTQ inclusive ads have been shown to improve recall, brand preference and sales.
LGBT people are portrayed in lead roles in only 3% of ads, despite 1 in 4 Britons identifying themselves as somewhere between homosexual or heterosexual (i.e. not 100% heterosexual). Sadly, 1 in 4 parents still say they wouldn’t be proud if their child was LGBT.
But LGBTQ inclusion in ads makes a POSITIVE difference to more than the ad - they usualise difference and help disarm fear of the unknown. Research shows those exposed to LGBTQ people in the media are more likely to be comfortable learning a family member was LGBTQ & more likely to support equal rights vs those who weren’t exposed.
As well as today’s OMB campaign… you can also enter the Outvertising’s Accelerator Award with a deadline at the end of the month. You can find that here: https://www.outvertising.org/accelerator-award
