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Why the red HRC marriage equality campaign was a hit on Facebook

Why the red HRC marriage equality campaign was a hit on Facebook | LGBT Community and PR | Scoop.it
If you logged onto Facebook yesterday, odds are you saw a red version of the Human Rights Campaign’s logo in your feed, in support of marriage equality while the U.S. Supreme Court heard arguments for and against DOMA and California’s Proposition 8. According to CNN, about 10 million people saw the image on Facebook. So,…
Dylan L. Boyer's insight:

“Who’s wearing red tomorrow? Show your support for marriage equality - - make your profile image red for tomorrow” A simple tweet that changed Facebook profiles everywhere. If you were on Facebook in February 2013 you would have seen all the red equality signs on Facebook profile picture. It was HRC’s largest and most successful social media campaign of all time. In fact I would argue that it was the most successful camping of all time on Facebook until maybe the most recent ASL ice bucket challenge. The article states the CCN reported that 10 million people saw the image on Facebook. How in the world do you get 10 million views? HRC has the answer. 

1 HRC developed an idea and specifically asked people to take action. HRC wanted to change their logo colors to red to symbolize love and equality. The decided to “wear the color red” and specifically asked people to do the same. What they were asking people was simple. Chaning your profile picture is a simple task for everyone and everyone did it. 

 

2 Celebrities. Again as i have mentioned many times having celebrity endorsement in a huge thing for a non profit to achieve. When Miley sponced her non profit for LA homeless youth it became a much bigger issue. Having celebrities change their profile pictures online make the red equality sing even bigger. 

 

3. The “Ask” was timed perfectly. Asking people to change their profile pictures right before the hearings began was genius. it got people interested in the court cases and it gave the media a reason to talk about the red equality sign. 

 

4. The image’s symbolism resonated with people. Keep it simple stupid. It is so easy to make things way too complicated when trying to connect with your audience. The red equality sign made it easy for everyone to know exactly what it meant. The article explains that is the picture would have said “Human Rights Camping” then people would not have reacted as well. 

 

I related this HRC red equality sign campaign to the WWI Facebook. I loved that concept and how they used social media to generate buzz. And HRC did same concept and did it brilliantly. I would forever argue that HRC red equality sign was the best social media campaign of all time.   

 

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20132ward.pdf

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“You are beautiful, You are strong, Stay strong. It gets better, I promise.” I remember when I watched my first It Gets Better video on YouTube I just got chills running up and down my back. Hearing those words as a young gay man was so refreshing! How simple It Gets Better. It is true it really does get better. 

The It gets better campaign started with the simple idea of being able to directly talk to LGBT youth who have contemplated suicided. The use of social social media made this easy to complete. The task was completed though YouTube and was shared on all social media platforms. 

The campaign wanted the videos to be user generated. They wanted people to create their own stories using the “It gets better campaign”. By having every day people create their own videos the campaign used Peer Production and Authentic Voice. Peer Production is simply producing a product that is done by your peers. Having peers make these videos makes it more relatable and may influence you to make your own. Authentic Voice is someones real voice or a non scripted video. The internet gives users the freedom to say anything they want with no boundaries which makes their voice more real and authentic. 

The campaign had an initial goal of having users generate 100 videos and possibly get 200 videos! The results were overwhelming! They received 100 video with in 36hrs. There are now thousands of videos online with over a million views and hundreds of comments. 

The It Gets Better Campaign gained support from huge companies such as Disney, Googel, Apple and even the White House. They also gained a lot of popularity form celebrities like Lady Gaga, Whoopee, and Hillary Clinton. Having these companies and celebrities drove the campaign to a whole new level. 

It is amazing to be that a camping like this was next to nothing to cost. It was all done on social media which is free to use. The only cost would have been the labor fee. This camping reminds me of both the WWI on Facebook and the Best job in the world. Both campaigns were very successful and both were very low cost. 

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WATCH: Starbucks Releases Its First LGBT Commercial

WATCH: Starbucks Releases Its First LGBT Commercial | LGBT Community and PR | Scoop.it
Well here's one place we certainly didn't think we'd see the "RuPaul's Drag Race Girls" pop up.

Starbucks released what is reportedly its very first lesbian, gay, bisexual and transgender (LGBT)-themed commercial this week starring the t...
Dylan L. Boyer's insight:

It is no shock that Starbucks came out with an LGBT commercial. What is most shocking is that they used RuPauls Drag Race stars Adore and Bianca to star in it. 

Starbucks has been one of the longest supporters of the LGBT community. This year during Pride they hung a gay pride flag at their headquarters in Seattle. They have also told one of their anti-gay shareholders to sell their stock in the company. 

This is one reason why I will continuously support Starbucks because they have always stood by me and my rights. It is amazing to me that a brand as big as Starbucks is LGBT friendly. When I really think about it most of the larger brands are LGBT accepting. I wonder if that has any relationship to their success as a company? I would say yes. Most people support companies that support people. 

It was always strange to me that Starbucks had never released a commercial with a gay or lesbian couple. I always wondered why? Maybe it was because they showed their support for the LGBT community in different ways. Or maybe it was because they had been supporters for such a long time that they didn't need to show it in an advertisement. 

Last week Starbucks released their first ever LGBT ad featuring Ru Paul’s Drag Race stars Adore and Bianca. The commercial is really fun and is not meant to be taken seriously. The ad got me wondering though, why drag queens? Why not this “Family Picture” that everyone else in the media is doing? Then it hit me they are trying to be different! One thing about PR is that you need to look for a way to stand out and to be different. 

Starbucks knows that there is a huge fan base with Drag Race and they used that to their advantage. They decided to show a side of the LGBT community that does not get much mainstream media attention. I think this was such a bold yet smart move for Starbucks! 

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Burger King sells gay pride Whopper

Burger King sells gay pride Whopper | LGBT Community and PR | Scoop.it
Burger King sells Proud Whopper at one S.F. location along gay pride parade route.
Dylan L. Boyer's insight:

Burger King has done an amazing gay pride campaign called “The Proud Whopper”. During the San Francisco Pride celebration and parade is when Burger King ran this LGBT friendly burger. The whopper is the same original whopper just wrapped in a rainbow wrapper. When the customer would open the colorful wrapper to eat their burger the inside of the wrapper would read “We are all the same inside”. The company decided to release a YouTube video about the “Proud Burger” to spread the word the Burger King is coming out! Burger King always was LGBT friendly but they just didn't know how to show it. That discussed changing their slogan to “Be Your Way” but the marketers and PR professionals decided against it. Instead they went with the proud burger. Burger Kings sees the importances of staying connected with its millennial customers and wants to be supportive of their beliefs. Being gay in our generation is not seen as a bad thing. We are the generation to change this nation and this world. That is something that I truly believe. If companies want our generation to support them they should be more like Burger King and make efforts to show they care about our generation. The LGBT participants loved this campaign that Burger King displayed. It even brought some young people to tears. Burger King hit the nail right on the head, because we are all the same inside. We are all human, we all deserve equality! This was a great advertising move for Burger King because people loved the Proud Whopper wrappers so much that they brought them to the pride parade to wave around! They also passed out 50,000 rainbow crowns for people to wear during the parade! Then Burger King took it one step further and donated all the sales of the Proud Whopper sales to the Burger Kind McLamore Foundation for LGBT scholarships. Burger King says they have no plans to continue the Proud Burger but they do plan to make their LGBT Pride even bigger next year! I think many fast food companies should take notes from Burger King because this is a campaign that I will forever remember and I was not event there for that pride! Maybe it is just because I am a gay man, but I really think Burger King showing their support truly touched the lives of many young and old LGBT people. Good Job Burger King! 

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Brands come out from the closet to target LGBT community | News | Marketing Week

Brands come out from the closet to target LGBT community | News | Marketing Week | LGBT Community and PR | Scoop.it
Moss Bros, Visit Britain and Stolichnaya look to appeal to gay and lesbian consumers looking to tie the knot.
Dylan L. Boyer's insight:

While america has been so afraid of showing LGBT in the main stream media in the past we are not starting to see the tables turn. Moss Bros a menswear company is targeting gay men for the first time. Moss Bros realizes that gay marriage is becoming more accepting thought the nation and now instead of one groom there is two. It is a very smart of Moss Bro to be changing their image from solely heterosexual to a more open company. Moss Bros believes that advertising and PR must change with society. Researchers say that 68% of the nation would be more drawn to a company that is LGBT accepting. 

Marketers also make this PR move to make money. They now see that being LGBT friendly can be very lucrative. Coming out and showing your pride can only be a very positive thing. 

This years Super Bowl we saw the first ever gay couple featured in a commercial. It may have been only for a few seconds but it was a huge step for all parties involved. After that commercial we seen many more LGBT friendly commercials and in the media. In the past marketers have been to afraid to show diversity in their ad because of fear. This is no longer the case in the US. The UK is still slow to change but they are coming along. VisitBritain is launching its first LGBT campaign to hopefully encourage more LGBT tourists. 

This movement is more than just LGBT in my opinion. It is about diversity and acceptance for all people. I cannot wait to see what the future is like. What is next? Transgender acceptance? Disabled? The media shapes our world and we shape the media. We have the power to change the media for good. I think we are taking steps in the right direction. Just have to wait to see what the future holds. 

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On Gay Rights, Obama Has Built a Legacy

On Gay Rights, Obama Has Built a Legacy | LGBT Community and PR | Scoop.it
The executive order banning discrimination by federal contractors caps off a long list of things this White House has done to change life for LGBT Americans.
Dylan L. Boyer's insight:

Let’s talk about politics. I am not a huge fan of talking about politics but they have a huge part when it come to the LGBT race to acceptance. Obama has made a huge impact on on the gay community when he became the first president to come out as accepting for marriage equality. 

Obama has mad a complete evolution. He was the person that did not accept gay and had trouble accepting gays in the military. I love in this article where the quoted FDR “I agree with you; I want to do it; now make me do it”. That is exactly how I feel that Obama has said to the activist of this country to make him change this country.

First Obama repealed Dont Ask Dont Tell. This was a HUGE first step for Obama. It was this time that Obama that Obama gained major respect form the LGBT community. What Obama said when he signed the bill was “This is done!” I loved that he signed the bill like this. I was as if he was so excited to sign the bill. During his first term he also saw several states pass gay marriage. 

In 2012 Obama came out as being the first openly friendly President of the United States. This was a difference from when he was apprehensive against the LGBT community in 2010. This was the largest step forward for the LGBT community. He then showed the LGBT support when he advised the supreme court to make the right step forward with the equality cases. When the supreme court passed the equality cases was the turning point for this nation. 

Now with 38 plus states with marriage equality our nation has moved to a whole new level of acceptance. The image of Obama has changed drastically from when he first took office from where he is now. He is now as fierce as the gay community wanted him to be! He used image restoration to change from being the person who didn't know where he stood to being the first President to openly state his is accepting of full equality! 

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THE MUSELLA GROUP - Public Relations. Corporate Communications. Public Affairs

THE MUSELLA GROUP - Public Relations. Corporate Communications. Public Affairs | LGBT Community and PR | Scoop.it
Dylan L. Boyer's insight:

What comes after the perfect marriage? The answer is the perfect honeymoon. Now with gay marriage becoming widely accepted in the US it was a chance for the vacations industry to create the gay and lesbian honeymoon destinations. This is a wonderful idea! They see a new target audience on the horizon and they want to market and advertise to that specific audience. Genius! 

In 2013 Chic and Curated wanted to launch their new travel start-up ChicGayHoneymoons which was the first gay-owned vendor of honeymoon and romantic getaway packages for the LGBT community. At the same time Chic and Curated were getting ready to launch the U.S. Supreme Court was gaining a lot of attention over the two major LGBT equality cases. Chic and Curated knew that these cases were going to be making history and they were not ready for such a high-profile launch. The company decided to have a soft launch the would use the current media attention as a way to generate coverage of themselves and hopeful spark interest in stakeholders. 

 

What made this soft launch so easy for the company was the owners Tom Stanley and Laurie Wolfe were both very experience and had credibility within the travel industry. Lots of media were hungry for anything related to LGBT and marriage so it made it easy for the company to send out stories to differed niche publications. Once the website launched for ChicGayHoneymoons the media outreach grew and they were addressing the social issues/change. They positioned their brand and the go-to source of LGBT travel information. 

 

Ultimately their efforts positioned ChicGayHoneymoons onto the national stage not obey with LGBT media but also with travel mainstream media. Today the they continue to receive new business that are directly related to the media coverage in 2013. 

 

Even though this was a very small campaign I thought it was done flawlessly. This campaign reminds me of the the Library book burning. They started off very slow but then eventually because of the topic they were talking about, burning books, they gained national/international attention. This campaign used that same concept. Granted they did not create an idea like the book burning party but they used the current climate to heighten the attention of ChicGayHoneymoons. It was a perfect strategy and in the end was very successful for the company! 

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Facebook Donation to Antigay Pol Gets a Big 'Dislike'

Facebook Donation to Antigay Pol Gets a Big 'Dislike' | LGBT Community and PR | Scoop.it
A Utah journalist-activist is calling on Facebook and CEO Mark Zuckerberg to retract support for the state's attorney general and make a donation to his opponent.
Dylan L. Boyer's insight:

Facebook, the social media platform that allows you to express your true self. Facebook has always been a company about diversity and acceptance. With so many different type of people on social media they have to inclusive right? At least that is what I thought until just recently. This may Facebook donated $10,000 to anti-gay attorney general Sean Reyes. Reyes was apart of the campaign that fought same sex marriage in Utah. Local LGBT magazines are challenging Facebook to donate an equal or greater value to Reyes component Charles Stormont. Now of course a company can choose to donate to any company or organization they want to but that doesn't make it right. Facebook is going to have some serious image restorations to do with the LGBT community. This is very similar to Malaysia’s missing plane. During this time Facebook had many rumors going if they were no longer LGBT friendly. Just how during the missing plane there were a lot of rumors. Facebook was not only dealing with the backlash from the LGBT community but I am sure they had pressures from the party they donated to. Facebook still continued to show their support of the LGBT community but will it be enough? If Facebook were to continues showing support for anti-gay causes or positions I can guarantee you that the LGBT community will migrate to a new social media platform. #Twitter. Recently Facebook has been in a world of hurt with the drag queen community by forcing them to use their real names on Facebook not their stage names.This to me is strike number two for Facebook and their inclusiveness. I really hope that Facebook does not become like Abercrombie and Fitch where they pride themselves on being exclusive. I think that would be a huge mistake if Facebook decided to use the exclusive strategy. 

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Ellen DeGeneres Christmas commercial upsets One Million Moms

Ellen DeGeneres Christmas commercial upsets One Million Moms | LGBT Community and PR | Scoop.it
The commercial itself is hardly controversial. Comedian and talk-show host Ellen DeGeneres, wearing holiday-themed gloves and hat, sits...
Dylan L. Boyer's insight:

When you think of Ellen DeGeneres what comes to mind? Probably something along the lines of hilarious, dancer, adorable, celebrity and inspirational LGBT activist. In 2012 JC Penny decided to hire Ellen as their spoked woman for the holiday season. Some of you may even remember the commercials with her and Santa’s elves. The commercials were a huge hit and majority of the viewers found them clever and funny. Everyone loves Ellen right? That what JC Penny thought until they started to receive hateful comments from the organization One Million Moms. The idea of having an openly gay woman on TV was absolutely repulsive. They blew up the videos on YouTube saying awful things about Ellen and JC Penny for showing support of her. JC Penny was now in the position to keep the commercials on the air or to take them down. This is the moment where JC Penny showed their real support for the LGBT community because they decided to keep the commercials running despite all the negativity they were receiving. JC Penny made the right decision in my opinion. Ellen and JC Penny was in no way trying to push the LGBT agenda down viewers throats. They were simply trying to make a funny ad. With all the hate they received these light hearted holiday advertisement turned into a LGBT controversy. Many viewers of the ads were completely shocked that One Million Moms even reacted this way. One comment on YouTube read “THIS IS SO OFFENSIVE -- Said nobody with a brain ever,"  making fun of the people who blasted the company with hate. This is just another example that gay people are not always trying to push their point of view at you. Ellen is so much more than a lesbian. She was not hired from JC Penny because she was gay, she was hired because she is so funny and everyone loves Ellen! One Million Moms made this into a gay issue and tried to make a negative image for JC Penny and Ellen DeGeneres. I am happy to say they successfully failed to do so. If JC Penny were to pull the commercials and not support Ellen it would be a different story. They made the right choice by standing with Ellen and gave her the support she needed. Well done JC Penny! You stand on the right side of history! 

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Advertisers Come Out Of The Closet, Openly Courting Gay Consumers

Advertisers Come Out Of The Closet, Openly Courting Gay Consumers | LGBT Community and PR | Scoop.it
Decades ago, commercials left homosexual relationships implied, in a sort of secret code. These days, gay-friendly marketing campaigns don't need to be as covert.
Dylan L. Boyer's insight:

Ever think about how LGBT people are portrayed differently in the media? I think about it almost every day in my life. When did it become cool to be gay? When did advertisers find it socially acceptable to include gay men and women in their ads? With the recent marriage equality movement spreading like wild fire, companies have found that gay is ok! Everyone is doing it including Walgreens, CVS, Target and Chevy. The ad in this article is a Chevrolet ad. The ad talks about how families are always there for you. Chevy says even though families may not look the same anymore they are still there for you. Chevy came out with the idea of new families in the world just like the new chevy. Their new campaign is  #TheNew. This campaign goes along with the idea of new families and new Chevys. The article says that the idea of gays in advertisement started in the 80’s with Absolute vodka and Bud Light. These two companies are still huge supporters of the LGBT community today! Early ads used sex appeal to attract gay men. We talked in class how gay men shop at Abercrombie and Fitch and I firmly believe gay men shop there because of the homoerotic ads. Even though Abercrombie and Fitch does not want gay men to be an audience of theirs, the shirtless male models out side the store are just so enchanting. This stereotypical type of advertising was done prior to the internet and social media. There was no real backlash to this type of ads. Even though I still see these types of ads used in gay bars and pride parades I do not think main stream media would be using this today. Today advertisers are using gay families and same sex marriages as there’re platform. In the 90’s gay ads changed with society. The ads in the 90s had hidden gay messages. Let me explain, If a heterosexual were to watch this ad they would not think “Gay” but if a homosexual watch the same ad they would think “gay”. At this time these types of ads worked perfectly because there was still a need to be in the closet at that time. It is amazing to me that even though society was not 100% accepting of homosexuality at the time advertisers still wanted to please the LGBT community.  So now that you know a little more about media and the inclusion of the LGBT community maybe you will start to see it more in today’s ads. The more our world becomes accepting of the LGBT community the more inclusive ads we will see and that is so exciting to me. I am in love with all the openness of these all inclusive ads! 

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