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.
Using survey findings, we worked closely with Queer Town to create a handy guide packed with actionable tips to help brands, marketers, and agencies make their marketing not just inclusive, but genuinely supportive of LGBTIQA+ people.
We hosted an event featuring a queer-led panel discussion to unpack the findings from the guide and arm marketers, brands, and agencies with practical tips and advice and help them get inclusion and authentic representation right.
We promoted the event and the guide with a through the line campaign including street posters, post cards, social media marketing and digital advertising, email marketing, and PR (including a media kit design in line with the campaign creative).
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).
We brought the campaign to life with a blend of strategic copywriting and bold design. The guide became the focal point of the campaign, weaving together survey insights, thought leadership, and actionable tips for brands. The visual design took a collage approach, representing the intersectionality and diversity within LGBTIQA+ identities and communities. We combined marble statues with modern symbols like video cameras and nature elements, creating a powerful narrative around queer liberation. The bitmap treatment, used to distort parts of the design, symbolised the erasure of queer identities in media and advertising. Our homage to Barbara Kruger’s typographic style added a bold critique of the consumer culture of advertising while calling attention to issues of power and representation.This approach was extended across all campaign materials, ensuring a cohesive and impactful multichannel execution across print and digital assets, from publication design and social content to ads and event invites.
The messaging was crafted to cut through the noise and spark action. Grounded in the survey findings, our copy brought real quotes and hard-hitting insights to the forefront. We used bold, attention-grabbing typography paired with tetris-style blocks of colour to highlight key messages and statistics. Each piece of collateral was designed to ensure that the guide’s message didn’t just inform but resonated deeply, urging brands to commit to real, lasting change in their LGBTIQA+ representation. The multichannel approach ensured that the content had a wide reach, from the publication and social media posts to event invitations and digital ads.
Through this project, we aimed not only to communicate a message but to create a movement; a push for brands to do better and be better when it comes to LGBTIQA+ inclusion and representation.
