Outvertising
Getting advertisers to join the Outvertising movement
Outvertising is an organisation on a mission to change the industry through an increased representation of the queer community. It exists to make UK marketing and advertising completely LGBTQIA+ inclusive. To do this, the team needs as many industry-folk as possible to join its group and make it count. Our brief was to get more people from the LGBTQIA+ community - and their allies - to join Outvertising’s Slack channel.
We were speaking to a niche audience of advertisers and marketers. So we got thinking about things that only they would understand and relate to. Our observation was that well-known ads, taglines and campaigns are our industry’s shared language. We can’t talk about them enough and we look back at old ads with nostalgia.
We took famous ads and rewrote them with LGBTQIA+ representation in mind. After all, as we’re in this business, we can change it.
The campaign appeared in digital spaces targeted at the core audience (The Drum and Campaign live display networks). It also included printed posters mailed out to the UK leading ad agencies (supported by Pride ERGs), and then far and wide across the UK on DOOH including roadside, malls and bus stops.
