‘It’s important to get out of the generally southeastern-white-straight-male view’

Executive details the new development of the #MudeANarrativa campaign, which wants to raise awareness of brands to think about inclusive narratives

In the month of LGBTQIAP+ visibility, Twitter launches another stage of the #MudeANarrativa campaign, designed by the social network’s marketing team. The objective of this new development is to sensitize agencies and advertisers to think about the responsibility of narratives and imaginaries created by the market, in addition to fostering purposeful and strategic conversations.

“It is important to use communication and advertising as tools to normalize plural experiences and exercise perspectives that help us progress as a society,” says Nubiha Modesto, marketing manager at Twitter Brazil. “This exercise cannot be limited to specific chairs or departments, such as HR or the Inclusion & Diversity area”, she adds.

The executive also comments on some data from a survey carried out by Twitter in Brazil, which showed that 85% of people on Twitter say it is necessary to include LGBTQIAP+ people, with genuine representation in advertising and communication.

“The main strategy is to understand that a plural community and society requires communication that represents it in a genuine way”, guarantees

Campaign
With the #MudeANarrativa initiative, we want to raise awareness and encourage agencies and brands to reflect on the responsibility of the narratives and imaginaries created by the advertising market and, from that, promote purposeful conversations and actions to keep the conversation on the agenda throughout the year and not just on dates unique events, such as Pride Month, for example. It is important to use communication and advertising as tools to normalize plural experiences and exercise perspectives that help us to progress as a society.

This exercise cannot be limited to specific chairs or departments, such as HR or the Inclusion & Diversity area. We are deeply immersed in the conversations and cultural changes being carried out by the communities that are on the platform, mainly black and LGBTQIAP+ people. This unique feature strengthens us and makes us capable of taking these issues to our partners, helping them to follow the pulse of society and thus bring about these fundamental changes.

Actions
The campaign has several actions that extend until the end of 2022. We started the discussion about “going beyond Black Awareness Month”, in November 2021, with a video inviting the market to think about the importance of black voices on and off screen throughout the year. We carry out a series of actions involving articles in our blogsuch as the explanation of what is inclusive marketing and the importance of thinking about Woman’s Day from other perspectives, in addition to Spaces, live conversations and contents brought in the profile of @TwitterMktgBR on Twitter, which we also reverberate in LinkedIn.

LGBTQIAP+ and brands
Although discussions on diversity and representation have increased, we are committed to continuing to raise awareness and influence those around us to act with a sense of urgency and responsibility for the progress that still needs to be made. An important change is in dealing with the matter beyond the months of visibility – which have an undeniable importance -, and starting to think about communication strategies that raise plural voices daily, in front of and behind the cameras, without needing a special date. In conversations on Twitter in Brazil, there is a 13% growth on Pink Money in June 2021 compared to the previous year. More than that, people want to truly connect with their communities – 67% follow thought leaders or influencers of the community to which they belong – and say it is necessary to include LGBTQIAP+ people with genuine representation in advertising and communication (85%). In other words, transparent communication about diversity and genuine representation is essential, but it is not enough: coherence is required. Going beyond communication is critical.

Stories and real people
Each brand has its own tone and way of communicating with people, but without a doubt, using real stories is an efficient way to deeply connect with the public. More than ever, brands need to be part of the culture to create and participate in stories that people want to watch and share, promoting more direct, authentic communication and a horizontal relationship with consumers.

A survey by Twitter in Brazil showed that 68% of people believe that the most interesting way for brands to discuss inclusion and gender representation is by presenting stories and real people. The importance of an informative tone of voice was mentioned by 56%, followed by an inspired (52%) and positive (51%) tone of voice. In addition, connecting with the communities to which they identify, whether through the news or participating in conversations, becomes fundamental on Twitter and brings people closer together.

Inclusion in the market
The main strategy is to understand that a plural community and society requires communication that represents it in a genuine way. For this to happen, it is essential to understand that professionals with diverse experiences, experiences and backgrounds need to be everywhere. It is important to dare, to leave the self-centered view, usually Southeast-white-straight-male, and start to see the heterogeneity that enriches us. For this, we want to share with our partners and customers the importance and value of amplifying the voices that are not yet at the center and of enabling their expressions, in addition to helping them to realize that the plurality of perspectives allows us to better understand the world. This diversity intrinsic to our culture makes it possible to create initiatives that generate a true connection with people and positively influence society. This is the kick-off of any strategy. We are committed to working together to drive and help our partners and customers better connect with diverse communities, while prioritizing creators and producers of content that reflects the diversity of the society we live in. The #MudeANarrativa campaign is precisely for that. We want to harness the power of advertising and propaganda to build a fairer future with plural and legitimate narratives.