Beyond ‘Love is Love’: Crafting authentic pride campaigns that speak to all genders
Marketing has the power to redefine the social narrative around trans, gender-diverse, and nonbinary people. Hank Paul, chief storytelling officer at Out For Australia, explains how to create impactful Pride campaigns that avoid the trap of oversimplification and embrace genuine representation that goes beyond tokenism.
When it comes to three-word slogans, “Love is love” certainly ranks as one of the best.
Not only has it permeated the collective consciousness, but the result of the “Love is love” campaign has been positive social change for LGBTQIA+ people around the world. The slogan is inclusive, affirming, and taps into a universal emotional trigger: everyone loves love. While “love is love” primarily emphasises romantic attraction and queer relationships, it inadvertently sidelines the rich galaxy of gender identities and expressions that are equally integral to the LGBTQIA+ experience.
As we approach the 2024 Sydney Gay and Lesbian Mardi Gras, now is the time for marketers to move beyond tokenistic gestures and simplistic slogans. We must not remain content with plastering rainbows and love hearts everywhere. Instead, we must show up as authentic allies and ensure that everyone feels safe, seen and celebrated.
