MUSE Gold

United States

2022

P&G

Entrant Company

WarnerMedia - Courageous Studios

Category

Social Media

Client's Name

P&G

Sub-Category

LGBTQ+

Imagine living in a world where you never see yourself or your community reflected on TV – where people like you are absent even from everyday commercials. For the LGBTQ+ community, there’s no need to imagine – it’s been the reality for decades. As a result, while approximately 9MM people identify as LGBTQ+ in America, nearly half (42%) say their community is not accepting of them. As one of the world’s largest advertisers, P&G wanted to help change these attitudes and make the world a more inclusive place. As an extension of previous bodies of work documenting LGBTQ+ struggles in the workplace (The Words Matter) and the fight for equal rights in the 1990s (Out of the Shadows), P&G turned the lens on themselves to create a campaign highlighting the LGBTQ+ community’s complex struggle for representation in media and advertising. The result was They Will See You, a first-of-its-kind look at the history of LGBTQ+ images in P&G advertising. In the film, we spoke with GLAAD,  LGBTQ+ consumers, P&G employees, and members of the Trans Chorus of Los Angeles, to discuss: 1) Why representation in advertising and media matters; 2) The impact that inclusion can have on local communities; 3) How global brands can increase the visibility of marginalized people everywhere. We hosted They Will See You on CNN’s Great Big Story content platform and YouTube, shared trailers in pre-roll, and ran ad units across the CNN.com ecosystem. Then, we launched with an invite-only virtual ‘premiere’, hosted by CNN anchor Kate Bolduan, P&G Chief Brand Officer Marc Pritchard, P&G Global LGBTQ+ Equality Program Leader Brent Miller, and GLAAD President & CEO Sarah Kate Ellis. Overall, our videos were watched 2.8MM times, with They Will See You watched 1.8MM times. Our completion rate on YouTube was 45% – well above the platform average. The result was an impactful campaign with a powerful message: that visibility is vital and can change hearts and minds.

Credits

Courageous Studios
Michal Shapira
Courageous Studios
Otto Bell
Courageous Studios
Paul Sundue
Courageous Studios
Sean Brown
Courageous Studios
Jordan Shavarebi
Courageous Studios
Kimb Luisi
Courageous Studios
Dan Young
Courageous Studios
Stephanie Dawson
Courageous Studios
Judy Moy
Courageous Studios
Igor Kropotov
Courageous Studios
Donavon DeCesare
Courageous Studios
Charlie Sato
Courageous Studios
Leland James
Courageous Studios
John O'Hara
Courageous Studios
Charlotte Savage
P&G
Brent Miller
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