Medibank has revealed its float for the 2017 Sydney Gay and Lesbian Mardi Gras Parade, celebrating the power of a kiss with an interactive, travelling Kiss Cam.
Marking the second year of its sponsorship of the Mardi Gras, and its first year taking part in the parade, the Medibank Kiss Cam will encourage attendees to share the love and a kiss, with kisses in the crowd captured and broadcast in real-time on the float’s big screen. Over 80 Medibank members, employees and their loved ones will dance alongside the float during the iconic event.
The float is part of Medibank’s #BetterwithaKiss campaign – conceived by B.B.E – which celebrates that every life is better with a kiss, whether it’s between friends or partners, on the hand, cheek, forehead or lips.
Fiona Le Brocq, general manager, marketing at Medibank, said: “A kiss is a universal symbol of love – something that transcends gender, age, and sexual orientation – and we believe that in 2017, every kiss should be equal. With the theme of this year’s Mardi Gras Festival being ‘Celebrating Equality’, we wanted to make this statement loud and clear, and celebrate the beautiful and brave kisses right there in the Mardi Gras crowd for all to see.”
#BetterwithaKiss has spanned all Medibank creative for Mardi Gras, kicking off with a competition for members to land a spot in the parade, followed by an ‘Kissing Booth’ activation on-the-ground at Fair Day.
The campaign kicked-off last week on social channels, with a 60-second video content piece fronted by Aussie actor Josh Schmidt and featuring Medibank employees, alongside other members of the LGBTQI community. The video has been amplified across Facebook and Instagram, with over 3,500 shares to date.
Gemma Allen, head of diversity and inclusion at Medibank, said: “We’ll continue to fight for equality of the LGBTQI community, and hope that in some way – big or small – our efforts make an impact. We’re encouraging Aussies to fly the rainbow flag and share a kiss with someone they love, loud and proud, this Mardi Gras – because every life is better with a kiss.”