Last month, Hey Me celebrated Pride Month, and encouraged our audience to do the same. Platforms such as social media can be powerful tools for highlighting ongoing LGBTQ+ rights advocacy, and supporting communities that have faced oppression and prejudice. The month of June now hosts a wealth of online celebrations for the LGBTQ+ community, while simultaneously drawing attention to prejudices and difficulties members that members of the community faces.
To encourage thought-provoking conversations on why inclusivity and diversity matters not only in the workplace, but also in marketing representations, we asked team members of Hey Me to evaluate marketing campaigns that effectively embraced diversity and inclusivity.
Our Senior PR and Communications Manager, Emma, said: ‘I really admire Dove’s recent advertisement campaigns. For a heritage brand, they made a bold move a few years ago and launched a new brand look and feel/campaign that placed diversity and inclusion at the heart of the brand. The beauty advertisement industry has made great strides in becoming more inclusive and I certainly know now that it is much more diverse than when I was younger. It is important to see representation for all, so we all feel included.’
Another notable campaign is Nike’s ‘Until We All Win’ campaign, which centred around uniting for a common goal of equality, wellbeing, and most of all inspiring people to take action in their communities.
Olivia, our Communications Intern particularly liked the way the popular sports brand had used to goal of ‘action’ in a completely different way, and have communicated the definition to mean less about physicality and sports, and more about how togetherness and fairness can be achieved through personal action. Although Nike’s products remain at the core of this campaign, it is refreshing to see such a focus on educating their audience on LGTBTQ+ communities, as well as indigenous communities, mental health, and even spiritual healing.
Emma’s and Olivia’s chosen inclusive campaigns are examples that are aligned with the brands message, and embraces their message in a more inclusive nature. However, it is worth considering that there are campaigns that failed to be as successful as these.
Emma argues that sometimes the authenticity of the campaigns’ message can get lost in efforts to become more ‘woke’. Any ingenuine message often will not resonate well with your audience, and is best avoided. If the opportunity presents itself, you should ‘truly practice what you preach’.
Additionally, with Dove’s and Nike’s inclusive campaigns, it’s important to consider how their brand’s product/service can truly embrace inclusivity too, and whether it reflects their campaign. Many products in the beauty industry have been criticised for their limited and not diverse make-up, like makeup brands who offer a limited variety of foundation shades, for example. Equally, should it be considered whether a billion-dollar company, like Nike, could do more to personally enrich the lives of minority communities that face prejudice.
Proving that these concerns for inclusivity can be scaled down to smaller businesses, Emma says that: ‘The same applies to the B2B market. Businesses who say they are diverse can often be far from it – excluding potential employees such as working mothers, due to the flexible working patterns they may require.’
In an effort to make the world a more welcoming and inclusive place, being authentic in your messaging is essential. If you truly care for inclusivity, you most practise it first, and then promote it.
