Download the Outvertising Guide

The Outvertising guide is the largest free compendium on the topic of how brands and agencies can embrace LGBTQIA+ diversity. Featuring case studies from some of the UK and Ireland’s best LGBTQIA+ advertising, interviews with leading thought leaders as well best practice on how to begin your journey. When brought together the guide is the perfect starting block for those working in the marketing industry and who are hoping to understand LGBTQIA+ people, convince naysayers and kickstart your attempt to become more diverse.

The guide features:

  • The business and ethical case behind embracing LGBTQIA+ diversity

  • The steps you need to take to begin this journey

  • Tips and advice from some of the UK’s leading marketing experts

  • Key watchouts and advice on how to prepare for any negativity after launch

  • Case studies with clear results and advice for others hoping to learn from them

  • Information on how to ensure you are considering intersectionality

 

Download the Outvertising Guide

 

How to use the guide

  • Need research or stats to prove the case to stakeholders. We have it.

  • Need creative inspiration to kickstart a brief. We have it.

  • Need a framework on how to produce a campaign from brief to launch. We have it.

  • Need guidance on what to watch out for. We have it.

The guide exists to cover as many of the key topic as possible. While not exhaustive it is the starting block in a long term programme to help educate and inspire the industry to do more when it comes to LGBTQIA+ diversity. 

 

Why we made the guide

Representation matters. Seeing yourself reflected in culture is not only important for that lonely queer kid looking to understand who they are, but it’s vital in creating wider acceptance within society.

Against this backdrop the industry has taken notice and the topic of diversity has over the last few years moved from a fringe issue to one now discussed at Cannes. But when it comes to LGBTQIA+ diversity too often the conversation can seem self-congratulatory or impotent. Event after event details why it’s important but no one ever provides practical steps or advice on what people in the industry need to do.

That’s an issue the guide wanted to fix. We wanted to move things on, past the collective nodding of heads and start detailing how people could take the baton for change and deliver the action we desperately need to see within ad land.

 

How we made the guide

Outvertising exists to encourage mainstream representation of LGBTQIA+ diversity. It’s not enough to talk to people who’ve already bought into what we’re trying to do, we need to convince everyone else, the naysayers and sceptics. What better argument is there than showing what we all want to achieve, the number 1 goal of driving growth for our businesses or clients. As such we structured the guide based on a clear argument; proving the value of LGBTQIA+ diversity when it comes to marketing effectiveness.

We brought together industry experts to give their opinions, sourced the latest research papers and stats to create convincing arguments and worked with some incredible agencies to source case studies which showed what could be done within this space. With so much information and work to be done the guide wouldn’t have come together without the team behind it. The writers, editors, designers and art workers who worked tirelessly to create something that would be of use for everyone within our industry.