Description

This week we audit 3 marketing campaigns and their impact on social change, plus a quick overview of a variety of campaigns for Pride.  

The first case study focuses on the LEGO Play Unstoppable l Play Moves Us⁠ which celebrates the endless potential of girls when they are given the opportunity and support to be confident, expressive, bold, courageous, supportive and truly play. We discuss LEGO’s evolution to make their products more gender inclusive, value in positive messaging that shifts cultural beliefs for good, and opportunities to continue to amplify their impact.  

Next up is ⁠Mastercard & Stand Up 2 Cancer: Together We’re Bigger. This campaign encourages consumers to come together to support cancer research through everyday dining and grocery purchases. For this campaign, we highlight elements they’re doing well & provide suggestions for missed opportunities for good to increase their impact even more.

Final case study is ⁠North Face Summer of Pride⁠ with ⁠Pattie Gonia and encouraging the LGBTQ+ community to get outside & welcoming them to the outdoors with open arms. We touch on what North Face has done differently in terms of standing by the LGBTQ+ community, and highlight additional brands who are supporting Pride month in a meaningful way. 

RESOURCES + LINKS:

LEGO

• LEGO Play Unstoppable

• LEGO Play Unstoppable l Behind the Scenes

• FIRST Lego League

• LEGO Play Stadium Tour

MASTERCARD

• Stand Up To Cancer

• Strivers Initiative

• Priceless Experiences to Benefit Stand Up To Cancer

• Working with Cancer Pledge

NORTH FACE

• Brave Trails

• YouthSeen

PRIDE CAMPAIGNS

• It Gets Better Project - Brands supporting LGBTQ+ youth

• American Eagle x It Gets Better Project: 50 States. 50 Voices. 5000 Voices.

• Bath & Body Works Love Always Wins Pride Capsule ($100,000 donation to It Gets Better Project)

• Converse Pride Collection 2023 - Proud To Be (Supporting It Gets Better Project, The Ali Forney Center, BAGLY, The Theater Offensive)

• Habit Grill - Rainbow Shake ($1 from every shake donated to It Gets Better Project, up to $50k)

• MOD Pizza - Pride Cake ($0.20 for every Pride Cake sold donated to the It Gets Better Project, up to $50k)

• Chapstick - Love Wins (donating $25k and 100% in of our Love Wins sales from the month of June to It Gets Better Project)

• GANT - The Queer Gaze

• NARS Cosmetics - Face Anything Campaign (donation made to It Gets Better Project)

• SKITTLES Pride (We will donate $1 per every SKITTLES Pride pack sold - up to $100k -  to GLAAD in support of their ongoing efforts to work through media to combat anti-LGBTQ+ discrimination.)

• Skittles x Audible - free collection of LGBTQ+ stories

• QUIP Pride Collection (donating at least $50,000 across - We Are Family, Tennessee Equality Project, PRISM)

• OREO x PFLAG

• The Note l An OREO film by Alice Wu (from 2022)  

• Dr. Martens Pride Collection (donation made to The Trevor Project)

FEATURED LGBTQ+ NONPROFITS

• It Gets Better Project

• The Ali Forney Center

• BAGLY (Boston Alliance of LGBTQ+ Youth)

• The Theater Offensive

• GLAAD

• We Are Family

• Tennessee Equality Project

• PRISM

• PFLAG

• The Trevor Project

Feel inspired? Check out the nonprofits linked above & donate, educate, advocate.

We’d love to hear from you: 

• What Pride campaigns did you find to be authentic & impactful this year? 

• Who was rainbow-washing (or even rainbow-trashing)?

• What campaigns are you seeing that are doing it well?

• Who would you like to see us interview?

• What campaign would you like us to audit?

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