THE WHAT? Procter & Gamble has committed more than US$1 million over three years and partnered with GLAAD in a project aimed to up visibility for the LGBTQ+ community.
THE DETAILS With The Visibility Project, the duo will bring together the world’s top brands and ad agencies working to advance LGBTQ inclusion in ads.
A 2020 study conducted by the Geena Davis Institute on Gender in Media reported that just 1.8 percent of characters in ads from the annual Cannes Lions festival were LGBTQ, down 1 percent from the previous year.
THE WHY? P&G Chief Brand Officer, Marc Pritchard explains, “Equality is not only a top priority at P&G – it’s a responsibility. As one of the world’s largest advertisers, we’re committed to using our voice and reach to increase visibility of the LGBTQ+ community in advertising and media. We strive for accurate portrayal and will continue to take a stand to eliminate bias and advance equality. Through The Visibility Project, we hope to learn more about the unique needs of the LGBTQ+ community in order to elevate their visibility in our content and communication.”