Why We Need More Gay People In Ads And Five Tips On How To Do It Right

Why We Need More Gay People In Ads And Five Tips On How To Do It Right
SHARE
THIS



Clients and their agencies often baulk at using gay and lesbian people in campaigns not because they think it’s too risky, rather they have a misguided belief that they make up too small a part of their customer base.

That’s the view of Pollen’s strategy lead Andy Miller (pictured below) who was recently commissioned by a health sector client to look at LGBTIQA people in ads on the back of the groundswell of public opinion in Australia surrounding same-sex marriage.

25d66d6

Miller’s comments come on the back of articles this week on B&T that argued that gay and lesbian imagery was virtually non-existent in the Australian media landscape and if it did it was often done in a campy, cliched and caricatured way.

“In my experience presenting to one of the major private health insurers, the primary source of resistance was the perception LGBTIQA Australians don’t make up a high enough audience share to justify a campaign specifically targeting these groups,” Miller said of his research.

“Of course, this point of view is as narrow-minded as the perceived ‘risk’ of alienating audiences. There is a kernel of truth in the health fund’s response though; it’s not just about making ads specifically for gay people.”

Miller said the solution to this was to make ads “less straight” but he added that didn’t mean they had to have “sterotypical displays of gayness” either.

“The problem of more inclusive everyday language is a relatively easy first step,” he said. “Most ads target more than one customer segment; so if gay, lesbian, bisexual, transgender, intersex or queer Australians make-up an important part of your audience – and they do – why not include some of these audience segments in your otherwise heterosexual stories and campaigns?”

Miller agreed most agencies are ill-equipped with delivering a positive LGBTIQA message and, he argued, just because you’ve got a gay mate or a lesbian in the office is no qualification for success.

“How many ad execs have actually scratched beneath the hot-right-now buzz surrounding marriage equality to begin understanding the real challenges for this diverse group?” he argued.

Miller, too, has devised a five-step plan for more meaningful and less risky gay-friendly campaigns. They include:

  1. Understand the full rainbow spectrum (LGBTIQA)
  2. Avoid faux research (there is plenty of academic research)
  3. Articulate a purpose beyond marketing your product or service
  4. Survey the community about your idea (incl. interest groups like ACON)
  5. Get your house in order (internal education, review of organisational policies etc.)

Please login with linkedin to comment

Advertising Standards Bureau Recognise sydney light rail

Latest News

Saatchi & Saatchi Appoints Georgia Jones Melbourne General Manager
  • Marketing

Saatchi & Saatchi Appoints Georgia Jones Melbourne General Manager

Saatchi & Saatchi Australia has appointed Georgia Jones as general manager of its Melbourne office. Jones joins from Clemenger BBDO Melbourne where she was head of business management working with clients including Belong, BMW and NAB. She previously held client side roles in London, with a focus on business transformation, data-driven marketing and customer experience. […]

Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]

Australian Geographic And Tourism Australia Partner For Special Edition, ‘Australia’s Quiet Places’
  • Media

Australian Geographic And Tourism Australia Partner For Special Edition, ‘Australia’s Quiet Places’

As domestic travel booms, AUSTRALIAN GEOGRAPHIC has partnered with Tourism Australia. Together, they have produced a special edition that reveals the nation’s best-kept secret locations across all states and territories. The collaboration highlights the hidden gems on our roads less travelled, expanding tourism into many places that will no doubt welcome a boost to local […]

Thursday TV Wrap: Two-Minute Noodle Challenge Sees MasterChef Top Entertainment But Seven Takes The Night
  • Media

Thursday TV Wrap: Two-Minute Noodle Challenge Sees MasterChef Top Entertainment But Seven Takes The Night

On Thursday night’s MasterChef ep, the chefs were tasked with cooking with classic culinary staple two-minute-noodles. Instead of serving them with a handful of shredded cheese and plenty of watery, dubiously beef-y ‘soup’ (as is the B&T preferred method), the chefs had to use the noodles to make something new. To a bonafide two-minute-noodle lover, that […]

by B&T Magazine

B&T Magazine
Carat Appoints Oliver Carthy Head Of Digital
  • Media

Carat Appoints Oliver Carthy Head Of Digital

Lauren Small, managing director of Carat Sydney has announced the appointment of Oliver Carthy as head of digital. This is a new appointment for the Sydney office with Carthy leading Carat’s digital offering and building best in class digital skills and capability, together with driving adoption of dentsu’s proprietary technology and platforms. Prior to joining […]

Teenage boy wearing headphones works at desk in his bedroom
  • Media

New Research Names Olivia Rodrigo And BTS The Most Popular Study Music

Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]

Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank
  • Media

Major New Sponsors Named For Nine’s Australian Ninja Warrior, Including KFC, ALDI And Bendigo Bank

Nine has announced a record six major sponsors for the 2021 season of adrenaline charged Australian Ninja Warrior. Leading health insurer AIA Australia joins Nutri-Grain, ALDI, Energizer, KFC and Bendigo Bank. Season five of Australian Ninja Warrior premieres Sunday June 20 and will feature innovative, bespoke in-show branding that compliments both the editorial of the […]

Cannes Lions Announces Awards Entry Numbers For 2021 Before Lions Live launch Next Week
  • Advertising

Cannes Lions Announces Awards Entry Numbers For 2021 Before Lions Live launch Next Week

Cannes Lions has published its entry numbers ahead of Cannes Lions Live, which will run from June 21-25. 29,074 pieces of work have been entered from 90 countries, with entries spanning two years after the awards were paused due to the global pandemic in 2020. Simon Cook, managing director, LIONS, said that this was a […]

by B&T Magazine

B&T Magazine
Happy woman drinking tea and waving to someone while having video call over desktop PC in the evening at home.
  • Marketing
  • Opinion

Building A Successful Remote Marketing Team

Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]

Opinion

by B&T Magazine

B&T Magazine
Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up
  • Media

Australia’s The Kid LAROI Joins Billie Eilish, Dua Lipa, Olivia Rodrigo And More In iHeartRadio Festival Line-Up

The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]

From Intern To Chief Of Staff In 5 Years: Atlassian’s Helen Xue Shares Her 3 Pillars For Professional Development
  • Partner Content

From Intern To Chief Of Staff In 5 Years: Atlassian’s Helen Xue Shares Her 3 Pillars For Professional Development

You could say that Helen Xue has experienced a rapid career trajectory, although that might be somewhat of an understatement. In the space of five years, she successfully progressed from an Intern at Atlassian to the Chief of Staff for Platform and Enterprise (which included a move from Sydney across the Pacific to San Francisco). […]

Partner Content

by B&T Magazine

B&T Magazine
Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey
  • Marketing

Shop! ANZ Calls On Industry To Participate In ANZ Shopper And Retail Marketing Industry Survey

Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]

How To Align A Marketing Strategy With Customers’ Shifting Perspectives
  • Opinion

How To Align A Marketing Strategy With Customers’ Shifting Perspectives

In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]

Opinion

by B&T Magazine

B&T Magazine
Woolies’ Retail Media Business Cartology Announces New Appointments
  • Advertising

Woolies’ Retail Media Business Cartology Announces New Appointments

Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union
  • Media

Condé Nast Agree To Wage Raise After Two-Year Campaign By The New Yorker Union

CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]

GoDaddy Wins Gold As Official Partner For Australian Olympic Team
  • Technology

GoDaddy Wins Gold As Official Partner For Australian Olympic Team

GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games.  GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program
  • Marketing

Global Media Network MDC Partners Adds This Is Flow To Global Affiliate Program

MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.