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2020 Outies: LGBTQ Marketing of the Year

Outie Awards (the “Outies”) recognize individuals and organizations who are leaders in advancing equality for LGBTQ people in workplaces globally. Outies are awarded at the annual Out & Equal Workplace Summit.

This award recognizes an innovative effort by a company or ERG in their external marketing to speak to or about the LGBTQ community. Top contenders will be bravely authentic, widely distributed, or intersectional in their messaging.

Honorees


PEPSICO

PepsiCo Bubly Sparkling Water’s “Drag For All Flavors” campaign is a year-long campaign to celebrate the work of local New York drag talent and LGBTQ artists that have lost their jobs due to COVID-19. The campaign is partnering with GLAAD and Center for Black Equity to help uplift voices of the LGBTQ community, particularly Black LGBTQ individuals. The campaign celebrates the intersectionality of our community through gender and race and amplifies the voices of local drag talent that are often overlooked. Drag For All showcases talent from people of color, drag kings, and transgender queens. As of now, the campaign has over 3.5 million impressions and a 36% engagement rate.

IN THEIR OWN WORDS

“What makes this campaign so unique, is that it goes beyond a rainbow wash and celebrates local LGBTQ+ creators all year long through every aspect of the campaign. We used an up-and-coming non-binary artist for the Pulse 1 song, and all of the talent were local drag talent.”

PROCTER & GAMBLE

Procter & Gamble stepped up in the midst of COVID-19 and Pride Month to create “Can’t Cancel Pride: COVID-19 Relief Benefit for the LGBTQ+ Community” in an effort to make a difference and show support for marginalized communities suffering during COVID-19. This initiative was created in less than two months and is the largest LGBTQ initiative in the company’s history. The goal of Can’t Cancel Pride was to raise visibility and funds for LGBTQ people most impacted by COVID-19. The campaign concluded with a livestream event on June 25th that attracted over 4 million views with talent from Laverne Cox, to Neil Patrick Harris, to Katy Perry, and more. Overall, the campaign generated over one billion media impressions and nearly 40 million views of the advertising, significantly raising LGBTQ visibility during Pride month.

IN THEIR OWN WORDS

“The combination of intersectionality, inclusiveness, broad support for LGBTQ+ organizations and the heavy focus on helping LGBTQ+ people in need created a breakthrough moment for corporate support of Pride and how companies can make a significant difference in the community.”

UNDER ARMOUR

Under Armour’s 2020 Pride Collection pays homage to the original Pride flag – dyed on the roof of a local community center in San Francisco in 1978, by a group of LGBTQ volunteers. UA’s Pride Collection brings the DIY look of the original Pride flag to life through footwear, apparel, and accessories. UA’s LGBTQ Employee Resource Group, Unified, was involved with the design from the beginning of the process and had a heavy influence on the marketing campaign. In addition to the apparel, Under Armour created the UA Pride Grant Program, which seeks to alleviate financial hardships for the LGBTQ community from COVID-19.

IN THEIR OWN WORDS

“Rooted in Under Armour’s brand value of standing for equality, this year’s pride collection showcases the importance of diverse experiences and perspectives. While we aren’t able to march alongside each other for Pride Month this year, Under Armour is proud to support LGBTQ+ diversity in sport year-round.”


more 2020 outies

OUR VISION

Global workplaces where all people are equal, belong, and thrive.

OUR MISSION

Out & Equal is the global convener, thought leader and catalyst actively working to achieve workplaces of equality and belonging - supporting LGBTQ+ employees and leaders who thrive in their careers and lives and achieve greater impact on the world.