Everyone around the world is celebrating PRIDE in June in one way or the other. Our social media platforms are decked with rainbow colors and positive messages. Now before we dive into anything else, What is PRIDE Month?
Pride is simply people gathering together to celebrate and reflect how far the LGBTQ+ community rights have come and how much more is there to change in the mainstream community to accept them as part of society. Pride month advocates and teaches qualities like equality, acceptance, inclusivity, awareness on PRIDE community, etc. It is also a month to bring in awareness on the need to eliminate homophobia and about being proud of the real you.
PRIDE months are celebrated with rainbow flags, shoes, hats, clothing, parades, brands launch Pride collections, and social media platforms release special spirited features encouraging influencers and users to create & share pride-related content.
How brands can show their support for THE LGBTQ COMMUNITY during PRIDE month?
PRIDE month is not only a chance for brands to join the celebration but also to use their power of marketing & connection with their customers to market for good. Brands can showcase their support and understanding for PRIDE through social media posts, stories, videos, live streams, etc. It simply using its promotional powers for good causes.
Brands can release filters, strikers, products and even share stories related to the community to encourage inclusivity among their audience base and demonstrating solidarity. Brands can partner with LBGTQ influencers to propagate their genuine support of the community.
Here are some ways to authentically engage :
Don’t Be A Community Tourist
It is important to remember that relationships take time and trust to build. Likewise, it is not ok to only publish a post with the rainbow flag wishing people “Happy Pride Month.” You need to make campaigns and posters that target the LGBTQ+ community and also using PRIDE-based messages on the social media handle consistently which brought in the idea of constant effort to make a difference through the brand’s voice. Simply put it is not about a month’s work, it needs to be a forever support.
Add Every Day Realities Along with The Rainbows
Do not stop at making your campaigns and post with rainbow themes. Be more realistic and make the advertisements more meaningful.
Recently Bhima Jewellery’s latest ‘Pure as love’ campaign did just that. They simply showed their support for the community by featuring a trans-woman and activist, Meera Singhania in their jewellery ad. The digital ad showcased the story of her journey from a man to a girl with the brilliant support of her parents and the product being the cherry of the whole storyline.
Another beautiful example was Brooke Bond Red Labels’ “Swad Apnepan Ka” campaign which touches based on a plethora of social issues that points out the importance of an inclusive society. It showcased the prejudice faced by the transgender community and seamlessly blended the brand cause into monsoon themed spot.
The measurable success of these campaigns speaks to the importance of community representation resonate with the audience.
Conduct Online Contest to Help Raise Awareness & Funds
Digital marketing firms can help their clients conduct contests with a PRIDE theme using their products and services to increase awareness on the community as well as raise funds by offering special discounts or PRIDE month offers. The funds they raise could be given to a deserving community member or LGBTQ+ organization to help them in many aspects.
Make Your Message Is Consistent With Your Actions
Also, it is worth noting that, never make the support and work you do for the LGBTQ+ community contradict what your brand stands for. For example, some may think it is ok to hate the LGBTQ+ community in real life and just support them online as no one is going to question your actions. Remember online media can make or break a brand.
The biggest support brands can do is by making their team inclusive and ensure that you offer a chance for a community member to work with you as an employee without discrimination. Educate your team on these aspects.
Now there are many other ways to make the support more visible, but the best way is to be more about an organization that stands by human rights and equality despite the sexuality or how they self-identify which needs to be very clear in brand messaging. Market Innovates as a brand is more transparent, understanding and on a learning curve on realizing the need for a positive approach towards the LGBTQ+ community. Happy Pride Month!