Beyond Rainbows

The collaboration

Every Pride Month, we see brands jumping on the Pride bandwagon without actually doing much to improve LGBTIQA+ representation and inclusion. While Pride Month comes with its benefits, many brands believe it’s enough to whack a rainbow logo on their socials, run a campaign, and then go quiet once June is over (spoiler: it’s not). As a future-focused full-service agency working with brands in the business of doing good, we knew it was up to us to lead the change. So we teamed up with Queer Town, a queer-led LGBTIQA+ inclusion education and training organisation to launch a campaign designed to make a difference. 

The brief

Our goal was to develop a multichannel campaign, grounded in a comprehensive guide based on survey data from over 300 Australians. We needed to distill these insights into clear, actionable content that would push brands and marketers to engage more authentically with LGBTIQA+ representation. The deliverables included publication design for the guide and media kit, postcards, posters, event invitations, social media content and ads, and email marketing — all designed to amplify the message across diverse touch points.

The solution

In collaboration with Queer Town, we surveyed over 300 anonymous Australians right across the country via social media, asking them 10 questions related to their thoughts on current depictions of LGBTIQA+ experiences and identities in local advertising and marketing. The goal of the survey was to uncover insights on the over sentiment of LGBTIQA+ inclusion and representation in mainstream media, and the power and possibility of getting it right.