Read full statement /T2vK0cAkOK - NSPCC June 12, 2019 We’re sorry for the hurt that has been caused by recent events with We’re here for every child, including the LGBTQ+ community, who can contact Childline any time. In the week following Bergdorf's removal, it experienced 183 cancelled donations, and although the charity says it does not know how many cancellations were in connection to the furore, it was 5% higher than a comparable May week. Such action has caused a backlash against the charity, with many asking it to remove the Pride flag it has used across all its social media feeds. Such a response led the NSPCC to publically cut ties with Bergdorf, without even informing the activist herself. The campaign was led by anti-trans activist Janice Turner, who questioned: "why a children's safeguarding charity has hired a porn model as a Childline ambassador?" Turner also hinted that hiring Bergdorf would lead to stakeholders cancelling their direct debits. Indeed, if the National Society for the Prevention of Cruelty to Children (NSPCC) had considered the consequences of its actions when it decided to cut ties with the transgender model and activist, Munroe Bergdorf, it would have seen the hypocrisy of calling itself a supporter of LGBTQ+ rights.Īfter announcing Bergdorf would be the fact of a three-month LGBTQ+ campaign, the children's charity was inundated with transphobic messaging that urged it to cut ties with her. “Of all the letters, the T part is the one that brands, organisations and communities find the most challenging.” “Have you thought about the fact there are many other different forms of sexual orientation and gender identity?” she implores. The marketer says that over the course of any campaign or any communication, brands must be conscious and aware of their own biases. “When you think about representation, are you always only ever showing white, gay men?”
“When you represent the LGBTQ+ community, you must ask yourself, do you represent them well and properly?” advises Gooding. The former group brand director of insurance giant Aviva, Jan Gooding, was named chairman of the LGBT charity Stonewall in 2014. Be conscious and aware of your own biases "But it covers so many communities that I sometimes struggle to stick myself within this lazy categorisation," he explains. He argues the same could be said for the word BAME - a UK coined phrase often used to describe anyone who does not identify as white British/Irish. The study also found just 3% of surveyed adverts featured members of the LGBTQ+ community – even though they make up 6% of the population.Ĭhristopher Kenna, chief exec of Brand Advance questioned that while many brands have produced outstanding campaigns this year: "is it really correct to label these great campaigns as LGBT or at worst LGBTQ+ when there are so many identities not represented within these ads?"
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When Channel 4 called for better representation of the LGBTQ+ community in TV advertising earlier this month, focus groups consulted as part of a study it conducted with YouGov found that LGBTQ+ representation in adverts tended to exclude bisexual and transgender people. There might be more gay men within advertising or within marketing that can have the conversation and lead the cultural side of things,” says Dhunna. “The way brands tend to go is the G, because it’s easier to understand. This reality means the more marginalised members of the community, who need more visibility and awareness, often go unnoticed. So, I’m not just gay man, I’m a brother, and a son, and a colleague and a friend.” Why are brands inclined to show more white, gay couples?Īlthough LGBTQ+ representation in advertising is increasing, there is a greater window provided for white, gay males, than to the rest of the community. That identity isn’t only defined in one way.
Joseph Galliano, founder of Queer Britain, the UK’s national LGBTQ+ museum, adds: “People need to recognise that there aren’t barriers around people. The issue facing a gay male Muslim is very different from the issues facing a white bisexual woman.” Significantly fewer 18-24-year-olds identify as completely heterosexual (36%) than the generation before, while 48% identify as something in between.Īsad Dhunna, director of communications for Pride in London and founder of the consultancy The Unmistakables says: “The community is hugely diverse. And within this expanding acronym of identities, the community is growing.