LGBT+ visibility is becoming more common in video marketing campaigns but according to a recent study commissioned by Channel 4 and YouGov, the LGBT+ community is still underrepresented. LGBT+ people appear in just 3% of ads, which is around half the actual population estimate.
But LGBT History Month, which runs throughout February, has seen the release of some inspiring inclusive video campaigns. Here are some of our favourites:
1. Starbucks – Every name’s a story
This month Starbucks released a ground-breaking film as part of their #Whatsyourname campaign. The film features the story of a trans boy who tries out his new name for the first time when ordering a coffee at the store.
The ad, which will appeared online and on TV, has already gone viral with over half a million views on YouTube to date. Many members of the trans community have expressed their support for the film on Twitter.
One user wrote ‘as a trans man, I can’t explain how much this means to me’.
The film has been made in partnership with transgender children’s charity, Mermaids. It has also won this year’s Channel 4’s Diversity in Advertising award and a prize of £1m of commercial airtime.
It’s a clever story, simply told and it’s beautiful.
2. South Yorkshire Fire and Rescue Service – Fires don’t discriminate, neither do we
For last year’s LGBT History Month, South Yorkshire Fire Service received what it described as ‘homophobic and abusive’ comments on their Facebook page after posting a picture of a rainbow flag.
This year, they responded with a defiant video where staff members read out comments from the trolls.
In the video, we are told ‘fires don’t discriminate, neither do we’.
One comment read out by a member of staff said: ‘Let’s see pictures of our firefighters doing their job and keep political correctness out of it.’
The video has been viewed over 300,000 times on Twitter and been featured in the national press.
We love this original idea.
3. Renault Clio – 30 years in the making
Renault recently broke the internet with their new ad featuring a same-sex love story set over 30 years.
The 2.10 long ad shows how a romance between a French and English girl develops over 3 decades. It has racked up over 3 million views on YouTube.
What’s great about this video is it flips the car ad stereotype of the heterosexual 2.4 family right on its head. And it comes with all the elements of a classic Hollywood rom-com. A powerful soundtrack, childhood sweethearts and rain soaked first kisses. Tissues at the ready…
4. Dublin Bus – The Long Road to Pride
Next up is last year’s heart-warming, real life campaign story from public transport provider, Dublin Bus.
Just 1% of the 60,000 attendees to Dublin Pride in 2018 were over 65. So the company decided to pair older members of the LGBTQ+ community with younger LGBTQ+ people to attend the 2019 celebration together.
On the way to the party, we hear emotional stories from the older generation about growing up and coming out in their Irish communities.
The video was nominated for Advertising Campaign of the Year at the PinkNews Awards 2019. The awards recognise adverts that celebrate or seamlessly integrate LGBT+ people.
5. Coop – Strawberries
Another video nominated at the Pink News awards 2019 was Coop’s strawberries advert.
The 30 second ad was widely featured on television. It shows a trans woman at a dressing table sprinkling red glitter which turns into a punnet of strawberries.
The campaign highlighted how Coop support local causes in the community like Liverpool City Regional Pride Foundation.
It’s a great example of a huge brand like Coop embracing trans visibility in their TV ads.
About Bounce Video
Bounce Video is run award-winning former BBC Producer, Grace Gibbons. We specialise in helping businesses, charities and public sector organisations create compelling video campaigns. You can find out more information about our video production packages here.
Cover photo by malcolm garret from Pexels