{"id":492294,"date":"2021-05-12T09:23:04","date_gmt":"2021-05-12T13:23:04","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/pg-and-glaad-announce-the-visibility-project-and-release-new-research-to-advance-lgbtq-visibility-in-advertising\/"},"modified":"2021-05-12T09:23:04","modified_gmt":"2021-05-12T13:23:04","slug":"pg-and-glaad-announce-the-visibility-project-and-release-new-research-to-advance-lgbtq-visibility-in-advertising","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/pg-and-glaad-announce-the-visibility-project-and-release-new-research-to-advance-lgbtq-visibility-in-advertising\/","title":{"rendered":"P&G and GLAAD Announce \u201cThe Visibility Project\u201d and Release New Research to Advance LGBTQ Visibility in Advertising"},"content":{"rendered":"

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P&G and GLAAD Announce \u201cThe Visibility Project\u201d and Release New Research to Advance LGBTQ Visibility in Advertising<\/b><\/p>\n

P&G commits more than $1 million over three years and partners with GLAAD to bring together brands and agencies working to advance LGBTQ inclusion in advertising<\/i><\/p>\n

New GLAAD and P&G study of 200 senior marketing and advertising professionals finds executives recognize LGBTQ inclusion as a force for positive social change, yet concerns exist around response from LGBTQ community if representation is not authentic<\/i><\/p>\n

NEW YORK–(BUSINESS WIRE<\/a>)–
\nToday, Procter & Gamble (P&G) and GLAAD, the world\u2019s 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.\n<\/p>\n

This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20210512005606\/en\/<\/a><\/p>\n

\nFor more on the Visibility Project: http:\/\/glaad.org\/visibility-project<\/a><\/p>\n

\nFor results of GLAAD and P&G\u2019s \u2018Advertiser & Agency Perspectives on LGBTQ Inclusion\u2019 Study: http:\/\/www.glaad.org\/2021inclusionstudy<\/a><\/p>\n

The Visibility Project<\/span><\/b><\/p>\n

\nWith The Visibility Project, P&G and GLAAD will bring together the world\u2019s 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.\n<\/p>\n

\nWhile LGBTQ inclusion in advertising is expanding, a 2020 study<\/a> 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 \u2013 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.\n<\/p>\n

\nPhase 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.\n<\/p>\n

\nBased 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.\n<\/p>\n

\nFor more about joining The Visibility Project, visit http:\/\/glaad.org\/Visibility-Project<\/a>.\n<\/p>\n

\n\u201cEquality is not only a top priority at P&G \u2013 it\u2019s a responsibility,\u201d said P&G Chief Brand Officer Marc Pritchard. \u201cAs one of the world\u2019s largest advertisers, we\u2019re committed to using our voice and reach to increase visibility of the LGBTQ+ community in advertising and media. We strive for accurate portrayal and will continue to take a stand to eliminate bias and advance equality. Through The Visibility Project, we hope to learn more about the unique needs of the LGBTQ+ community in order to elevate their visibility in our content and communication.\u201d\n<\/p>\n

\nThe Visibility Project is P&G\u2019s most significant program aimed at inspiring the next generation of LGBTQ advertising leaders and corporate advocates. The project is a natural next step in P&G\u2019s commitment to producing content and research that will encourage advertisers and media to drive a more inclusive, accepting culture by accurately and authentically representing LGBTQ people.\n<\/p>\n

\u201cLGBTQ Inclusion in Advertising and Media, Advertiser and Agency Perspectives\u201d Study<\/span><\/b><\/p>\n

\nAs part of The Visibility Project\u2019s launch, P&G and GLAAD also announced findings from the \u201cLGBTQ Inclusion in Advertising and Media, Advertiser and Agency Perspectives\u201d study. Conducted in February 2021, the study is based on responses from 200 marketing and advertising executives: 100 business to consumer (B2C) advertisers with budgets of $50 million to over $1 billion, and 100 agencies representing clients with B2C media budgets of $15 million to $1 billion.\n<\/p>\n

The P&G and GLAAD study showed that marketing and ad executives are more concerned about the risks of inauthentic representation and response from the LGBTQ community than with a public backlash for including LGBTQ people.<\/b><\/p>\n