Editorial from Mark Runacus MBE and Outvertsing chair.
Giving away a lot of money may not sound like a tough job, but for me it was more than tough, it was very emotional too. I had tears rolling down my cheeks at least twice during a highly creative, diverse, and inclusive afternoon of decision-making.
You see I was privileged to be part of the jury for this year’s Channel 4 Diversity in Advertising Awards. The competition, now in its fourth iteration, asked entrants this year to focus on the lack of LGBTQ+ representation in advertising.
Of course, this is at the very heart of Outvertising’s mission and so I want to say a heartfelt Thank You to Channel 4 for making this happen. And huge congratulations to worthy winners Starbucks and their agency Iris. I’m looking forward to seeing how they use their £1 million of commercial advertising airtime and how they amplify their campaign when it launches in February 2020. Congratulations also to Screwfix and their agency Wavemaker whose work was high commended.
I sat through seven pitches in total - the shortlist - and they were all great ideas. I sincerely hope each one of those ideas is produced. Not only because they were great ideas, and not only because Channel 4 will also provide £250,000 of match funding for them, but because the LGBTQ+ community continues to be shamefully under-represented in advertising. Channel 4 carried out research before they embarked on this year’s competition and their study showed that the LGBTQ+ community only features in 3% of all ads.
The competition certainly provoked a flurry of interest in our own Outvertising guide – designed to help brands and their partners produce great, LGTBQ+ inclusive creative work. If you haven’t already downloaded your free copy, you can do so here.
I was honestly emotionally exhausted at the end of the judging, which surprised me. Later that evening when I was relaxing at home I realised why: it was the first time in my 30 year+ career that I’d seen so much work in such a short time which spoke directly to me. I’ve felt largely excluded by advertising for so long. Until recently our advertising world has been filled with stereotypes: straight white couples, families, and kids.
In one afternoon, I was transported to another generously inclusive world where my own difference and the difference of others was proudly celebrated. And you can tell the impact on me was profound. I was moved. Choked. Excited. Tearful. Elated.
Imagine your brand making that kind of emotional connection with your audience, and let’s be honest, imagine the commercial impact that will have too. That’s the incredible power of inclusive advertising. Let’s do much more.
Our own Outvertising Awards, when we celebrate the best LGBTQ+ inclusive advertising, will be back in 2020.