Classic ads get a rewrite for Outvertising’s biggest ever campaign

Today we’re announcing the launch of our biggest campaign to date, taking over outdoor sites up and down the country.

Coinciding with the start of LGBT History Month and created by our friends at Across the Pond, the ads feature rewritten scripts and headlines for some of the world’s most well-known ads, reimagining them to be more inclusive of LGBTQIA+ audiences.

“Outvertising is an independent voice standing up for queer people in our industry and beyond. To make that voice even louder we’re launching our biggest ever campaign and inviting everyone to join us. Together we can help write the LGBTQIA+ history of tomorrow, using the power and reach of advertising to shape society for the better.”

— Marty Davies (they/them)

In the words of Jim de Zoete (he/him), Executive Creative of Director at Across the Pond, the campaign seeks to “mobilise our industry to create serious change around diverse representation. There are so many of us who want to make a difference, but just don’t know how to have a real impact. Joining the Outvertising community is a great start. And what's thrilling, and we hope this shows in the executions, is that this change is in your hands. Just by adapting a few words you can suddenly make the work, and the world, more inclusive.”

Our campaign calls on LGBTQIA+ ad professionals and allies to join the Outvertising community and will be visible on billboard sites in cities up and down the country, including London, Newcastle, Liverpool, Sheffield, Coventry and Hull. Thanks to OPEN Media, DOOH.com and Clear Channel for their support. Look out for further amplification will come from digital and social ads amplified by agency ERGS throughout LGBT History Month. 

Most importantly, to join our community, head to https://www.outvertising.org/slack.

After four inspiring years, Outvertising founder Mark Runacus MBE steps down as our Joint-CEO

Since we launched in 2019, Mark Runacus MBE has led our organisation. Now, after four years at the helm of Outvertising, we are sad to announce that Mark is stepping down as our Joint-CEO. 

Alongside a hugely successful career, Mark has been a tireless campaigner for the rights and inclusion of LGBTQIA+ people in advertising and instrumental in the formation and growth of Outvertising. 

In Mark’s own words, Outvertising is “bigger and stronger than ever. And it needs to be. Because LGBTQIA+ prejudice still exists in adland. Sadly, I continue to hear stories of unacceptable behaviour, whether it’s that awful “office banter” or just downright exclusion.  The AllIn survey showed clearly that the Queer community doesn’t always feel welcomed in our creative workplaces. There’s still much work to be done.”

His impact has been huge and we are all constantly inspired by the wisdom and passion he unfailingly shares. Whether it’s been steering the organisation through the COVID pandemic, or working with the Advertising Association and the IPA to make the All In Action Plan LGBTQIA+ inclusive, or co-hosting this year’s Outvertising Live alongside Joint-CEO Lucy McKillop, he has been a driving force in our efforts to make advertising and marketing completely LGBTQIA+ inclusive. 

Perhaps most impactful of all has been Mark’s resolute commitment to graciously sharing his knowledge and time with people, addressing hundreds of agency and brand-side professionals via initiatives like the Outvertising Roadshow and mentorship partnerships with NABS, the industry’s charity for advertising and media industry’s wellbeing charity.

In the words of our Joint-CEO Lucy McKillop, “setting up Pride AM as was, now Outvertising, Mark has created something that’s become so much greater than the sum of its parts. I have learned so much, and been empowered to grow - all under Mark’s wing.” 

It is a sentiment shared by all of us at Outvertising.

News of Mark’s successor will be announced soon.

Our statement to brands and agencies on the FIFA World Cup Qatar 2022

This FIFA World Cup Qatar 2022 is a step backwards in football’s long path towards becoming an inclusive sport — with tournament host Qatar’s lack of human rights protections for migrant workers, women and LGBTQIA+ people. 

The IPA has reported that almost half of all consumers and two-thirds of young adults have more respect for brands who address the many issues around Qatar 2022 than those who stay silent. As football fans, we would love nothing more than to be able to stick to the football, but we need brands to use their platforms to meaningfully showcase what their true inclusive values mean to themselves, their employees and their consumers.

Outvertising’s mission includes supporting and encouraging brands in demonstrating active allyship with the LGBTQIA+ community. We ask brand owners and agencies to stand by their LGBTQIA+ inclusive statements from just a few months ago. With the platform you have during the tournament, allyship can be demonstrated and it can be powerful. For example, we commend England sponsor Lucozade for pulling their branding.

Outvertising is an independent voice for LGBTQIA+ inclusion and representation within the advertising and marketing industry — we are able to advocate for queer people working in our industry. We’re asking brands and agencies to consider how their employees are feeling about their employers developing work for the World Cup. We encourage you to ask yourself how you can better the inclusivity efforts in your own organisation to support the LGBTQIA+ community.

Employees must not feel in any way obligated to participate in, or tacitly endorse, work relating to the World Cup. We ask anyone who is feeling pressured to do so to tell us. Employers must ensure employees do not feel outed by any such process. And if they need any support we would encourage people to reach out to the NABS (the advertising and media’s industry’s wellbeing charity) advice line 0800 707 6607.

 — Outvertising