How Avon redefined what it means to be a socially conscious brand
The beauty brand has placed purpose at its heart, transforming its relationships with consumers in the process, explains Avon's CMO, Özlem Çitçi.
'Locked Down and Out' is a powerful example of sharing the lived-experiences of LGBT people to drive empathy and awareness.
Since lockdown came into effect in early March, crisis helplines have been inundated with a significant spike in people seeking advice and support in order to better meet the challenges they face.
The LGBT Foundation has reported that there has been a significant rise in LGBT-phobia and hate crimes, which have more than doubled in recent months, as lockdown has extended. The charity has also seen a 350% increase in visits to their domestic violence webpage and a 25% surge in calls regarding suicidal thoughts.
Perhaps most poignantly, research revealed that 8% of LGBT people don’t feel safe where they’re staying right now. This includes 9% of BAME LGBT people, 15% of disabled LGBT people, 17% of trans people and 17% of non-binary people.
A new campaign ‘Locked Down and Out’, created for the charity by The Gate, is raising awareness of the acute impact that the COVID-19 crisis and subsequent nationwide lockdown is having on the LGBT community.
The narrative the film captures is inspired by a real life story the foundation heard from a young trans girl whose mother forbid her from showing her true self. Many of the stories the foundation has heard have been around young LGBT people struggling being at home because of intolerant parents.
With so much happening in the world, many of the darker aspects of society go unreported, particularly if they’re taking place within marginalised communities. This powerful campaign shines a spotlight on a situation that so many LGBT people within the UK find themselves in today whilst also raising vital awareness of the essential services the Foundation provides. A powerful example of sharing the lived-experiences of LGBT people to drive empathy and awareness.
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