P&G and GLAAD Announce “The Visibility Project” and Release New Research to Advance LGBTQ Visibility in Advertising
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 drive and to sustain LGBTQ inclusion in ads and marketing and to leverage the power of these mediums to accelerate LGBTQ acceptance.
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For more on the Visibility Project: http://glaad.org/visibility-project
For results of GLAAD and P&G’s ‘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 top brands and ad agencies working to advance LGBTQ inclusion in ads, creating and providing tools, techniques and resources for industry executives, and harnessing the power of advertising to accelerate LGBTQ acceptance.
While LGBTQ inclusion in advertising is expanding, a 2020 study by the Geena Davis Institute on Gender in Media found only 1.8% of characters in ads from the annual Cannes Lions festival were LGBTQ – a decrease of .1% from the previous year. P&G and GLAAD research released today, based on interviews with advertising executives, found that advertisers are concerned with backlash from the community when inclusion misses the mark. The research shows a strong need for tools, resources, and best practices when inclusion occurs.
Phase one of The Visibility Project will focus on recruiting Fortune 100 advertisers to sign on as partners and collaborate on a blueprint for LGBTQ inclusion in advertising that ensures brands and companies prioritize impact, as well as accurate and authentic representation. The GLAAD Media Institute, comprised of a team of consultants who enhance LGBTQ representation across media, will then work with partner companies to consult on inclusion in ads, as well as overcoming internal barriers for increasing LGBTQ inclusion.
Based on learnings from the first stage, The Visibility Project will develop and launch industry best practices and thought leadership that inspire and compel other brands to grow inclusion in their own ads and in the industry as a whole. In addition to partnering with GLAAD on the recruitment and education stages, P&G will initially commit more than $1 million over three years to launch, grow and sustain The Visibility Project.