There’s certainly been a sea-change in attitudes towards the LGBTQI+ community in recent years, but it feels as if we’re only just starting to shrink the stigma. As we approach the end of LGBT+ History Month it’s a good opportunity to consider how further progress can be made. 

What can creatives do? We’re not in Parliament, or collectively protesting on the streets, but our role plays an important part in tackling prejudices.

We have the ability to design and create campaigns to connect with millions of people. Our job is to portray the LGBTQI+ community as real, relatable people and teach those who think otherwise why their views need to change.

Let the creative shine all year round

Creating work through the lens of the LGBTQI+ community is crucial. It provides a chance for people in these minority groups to have a voice about the battles they still face in society.

In the past decade, there’s been an increase in media spend around Pride month. This is progress, of course. The supportive activity created for out-of-home and other ad campaigns lights up our worlds, coinciding with the month-long festivities and celebrations. But then it goes quiet. 

The problem here is that brands and organisations often only get in on the good times and stay silent the rest of the time. I think it’s fair to label this strategy ‘performative alliance’. The last thing the LGBTQI+ community needs is for Pride to be simply another date to tick off on the annual marketing calendar. There’s a difference between changing your logos to rainbows for a month and being a true ally to the community all year round.

With work we carried out in summer 2022, NoMoPox, we wanted to react to finding out that 70% of UK Monkey Pox cases are happening in London, with the LGBTQI+ community being disproportionately affected. Through social listening we identified that many people weren’t seeking help through due to fear of judgement. To help remove stigma and offer nonjudgmental support, we created a lighthearted sticker campaign offering advice and a discreet QR code for more support from the NHS. We seeded out key information and destigmatised the Monkey Pox outbreak during the peak of its spread. We knew we could help whether it fitted with our marketing plans or not.

Truly align with societal issues 

In general, the creative industries should strive to be more proactive when creating work to serve the LGBTQ+ community. To achieve this, we need to be socially aware of issues affecting the community day to day and join in on those conversations. 

In 2018, Sid Lee created work in Canada to support Egale Canada Human Rights Trust. The agency created the Blood Surrogates campaign, a platform designed to educate Canadians about the ban on men who have sex with men (MSM) donating blood. The organisation used the campaign to build support for the removal of the ban.

The campaign used hard-hitting content and even an original song to instigate conversations about the perceived injustice. Ultimately, this led to the Canadian Government announcing they would reduce the ban from a one-year abstinence period to three months. It was a significant step in the right direction to removing the ban completely.

Work like this should be the North Star when it comes to approaching LGBTQI+-focused advertising. 

Consistent impact is key

Not every piece of work needs to fight a large injustice. Of course, large campaigns that move the dial are incredibly impactful but there is a need for support to be frequent as well as full-on. 

Little and often is key. By making sure campaigns that support the LGBTQI+ community are visible for society at all times, there is a better chance of provoking a permanent change in mindsets. That’s why it’s so important to continuously create meaningful work rather than simply ticking the inclusivity box every once in a while.

LGBT+ Month is well spaced from Pride in the calendar and is a timely and pertinent reminder that large sections of society still need support from organisations with a bigger share of voice. Voices need to be heard, diversity needs to be seen and messages must be delivered.

The future: making space for LGBTQ+ Talent

There’s also immense and undeniable talent coming from this next generation of queer creatives – time and time again we’re witnessing LGBTQ+ voices dominate in social media spaces. Often going viral or becoming voices under the most popular social media accounts (just look into the masterminds behind the internet’s most famous meme accounts). It’s about time these voices and talents are welcomed in more traditional creative agencies. 

This next generation approaches creativity like no other. They have open minds and are unapologetically themselves resulting in fresher and more groundbreaking creative work. Nurturing this queer perspective and encouraging the next generation of creatives to see that there’s space for them in the creative industry continues to thrive.

This is something we creatives can assist with. Stand up for what’s right and be confident in the knowledge that you can offer the LGBTQI+ community support. Find a way to get the message across that will make a real difference, not just today but also for tomorrow. Let’s show we can be true allies to those who need us and pave the way for future generations.