Pride Month originated in 1969 and fights for the rights of the LGBTQIAP+ community
On June 28, 1969, patrons of the Stonewall Inn., a gay bar in the village of Greenwich, New York, came together to fight the violence and police persecution of the time. The movement gave rise to LGBTQIAP+ Pride Month, currently celebrated in Brazil, the United States and other Western countries.
Even with an entire month just dedicated to the community and diversity having become a recurring — and essential — theme in advertising campaigns throughout the year, some brands and companies leave their campaigns for this audience to think a few days before the start of the celebrations. .
According to Marina Calado, operational director of Airfluencers, a platform that analyzes and monitors influencers for companies, in May, the company began to receive many requests from campaigns from brands that would like to work, in some way, with the LGBTQIA+ community.
“Each year we feel a greater movement of adhesion to brands celebrating Pride Month. We see in companies really engaged with the cause, a greater concern in transmitting messages of empowerment, reflection and support to the community”, stated Marina.
According to the director, searches for community content creators for this year’s campaigns had some differences compared to last year. “We feel an increase in requests for videos on TikTok and in the search for smaller profiles, but with high affinity and engagement with the campaign theme”, she added.
Even with the increase in demand for LBGTQIAP+ creators, people in the community have become more selective when choosing a job, opting for brands that resonate more with their values and personality, but different from what one might imagine, this does not mean that they turn down the offers as it is a more profitable time of year for some breeders.
“Refusing proposals is not an easy task because many declare about the importance of the month of June for their ‘breadwinners’ and how this can be an important moment of appreciation and relationship”, explained the director.
In the month that talks about the community’s fight for respect and equality, having the support of brands and companies is crucial and, for Marina, one way in which large cooperations can become allies of the cause is by allocating a part of the profits from advertising campaigns for a non-profit LGBTQIA+ organization as part of their Pride campaign.
Another point commented by the director is the importance of creating a core of diversity within the companies. “Creating diversity centers for exchanges and initiatives, promoting the hiring of a diverse team, supporting causes and sponsoring social actions with a focus on inclusion, makes the movement from the inside out, being more credible and impacting the market effectively”, completed.
