From Pride to National Coming Out Day to year-round marketing platforms, more brands today are working hard to get in front of the LGBTQ community through cause marketing campaigns. And in this moment in particular, corporations are looking to make strong statements and investments towards support and inclusion for communities across multiple marginalized identities. Cause marketing campaigns can be incredibly impactful in terms of raising funds and awareness for social issues, and showing genuine support that helps diverse LGBTQ communities feel safer and more accepted. However, when not approached through an intersectional lens that represents the diversity of the LGBTQ community, these campaigns can also come across as inauthentic or opportunistic and can end up doing more harm than good – both for brands and the diverse communities they are looking to support.
Hear from The Trevor Project and a panel of brand experts to learn how the organization builds impactful cause marketing campaigns that make a real difference in the lives of LGBTQ folks across the country, while also helping brands appeal to LGBTQ communities in a more authentic and impactful way.
The panel also addresses how to support LGBTQ communities in the context of the current international conversation about race and the movement for racial justice – offering guidance on how companies can support multiple, intersecting communities. The virtual panel will be led by The Trevor Project’s Muneer Panjwani (he/him), VP of Foundation, Government, and Corporate Partnerships and Shira Kogan (she/her), Senior Corporate Development Manager, and will include insights from Cheryl Heinonen (she/her), SVP of Communications at Macy’s and Shea Jackson McCann (she/her), Brand Marketing Manager, Creative Strategy at Google Brand Studio.
You will learn:
- The most effective ingredients for an authentic cause marketing campaign supporting the LGBTQ community – with key examples from The Trevor Project’s campaigns
- Common pitfalls to avoid when marketing to diverse LGBTQ communities
- How to use an intersectional lens and center marginalized voices in your LGBTQ cause marketing campaigns
- A “cheat sheet” of things to ask yourself when developing an LGBTQ-focused cause marketing campaign, from development and execution to impact