While the floats lay dormant and the performances went virtual, many individuals, businesses and communities still celebrated Pride month, whether it was through a photography series run on out of home media or by showing their support across social media. Yet in an ecosystem in which consumers are demanding that brands show their support through action, one campaign put the importance of supporting diverse media platforms firmly in the spotlight.

One of the most impactful ways that brands can honour the Pride movement is by representing and reflecting the LGBTQ+ community within their marketing and advertising campaigns. A new partnership between GSK Consumer Healthcare and GAY TIMES Group aims to do just that by keeping the spirit of Pride alive with a new series of brand campaigns targeting the LGBTQ+ community.

This partnership incorporates a series of short films, created in-house and brokered by Publicis Media’s platformGSK, which demonstrates the client and agency’s mutual commitment to increase the positive diversity and representation of LGBTQ+ people, and other diverse audiences, in its advertising.

The first campaign for Sensodyne, called ‘Ice Cold Faces’, will run throughout August and shows a montage of diverse and vibrant people enjoying a summer ice cream or cold cocktail until it touches their sensitive teeth. The second campaign for Voltarol, ‘Alternative Queer Hobbies’, is a series of short social films, starring individuals found with the help of community group Pride Sports, sharing their first-hand experiences of connecting through outdoor passions such as rowing, boxing and cycling.

Jerry Daykin, Senior Media Director, EMEA at GSK Consumer Healthcare, explained: “We believe good marketing starts by putting the consumer at the heart, and that also means reflecting the diversity of modern society. We also believe in the power of diversity to cut through to broader audiences, and the power of positive representation to tackle stereotypes.”

Tag Warner, CEO of GAY TIMES Group added: “These campaigns will showcase multiple facets of our diverse community and we're pleased to be reinforcing our commitment that brands engage with the community throughout the year and not just for Pride month." 

While a month of celebration has always been important, what is vital is that brands extend their commitment and focus on a more long-term investment around both inclusion and representation, one that ensures the whole spectrum of humanity is captured in their marketing imagery and messaging.