Cuba has been on the news recently for a variety of reasons including LGBT issues. Cuba’s National Centre for Sex Education (CENESEX) has been fighting for the equality of gays, lesbians and transgender communities for years, under the leadership of Mariela Castro Espín, the daughter of Cuban president Raúl Castro Ruz and Vilma Espín Guillois, and the niece of former president Fidel Castro.
Although not all equality progress can be credited to CENESEX, their role has been instrumental in the country’s achievements. Their communications strategy stems from a sexual education campaign in which AIDS and HIV awareness became a huge focal point, leading up to unique grassroots approaches such as holding commitment ceremonies for gay and lesbian couples on their premises. More importantly, they list the media as a crucial venue for their influence, reinforcing that the power of media relations, here and anywhere, is a key strategy to getting a message across and to changing behavior.
Last week on the 17th of May, Cubanos from all over the country gathered to celebrate the International Day Against Homophobia (which, to my disappointment, does not seem to get much attention here in the states.) Cubans are demanding a faster approval of same-sex unions throughout the country from their government, which is, in my opinion, a huge accomplishment that it is even being considered. CENESEX is also working to approve sex change operations. This is, again, a result of their positioning with media and other strategically utilizing other communications platforms such as public speaking and thought leadership positioning to communicate their message.
Developing a communications plan to work with specific influencers has resulted in a change in the Cuban school environment. Schools are no longer closing their doors to homosexuals as they had in the past. According to this article during last week’s events, debates took place which addressed the need for gay communities and inclusive places so the community has a place to gather and thus avoid harassment even from the police.
Over one million Americans are of Cuban descent and will in some way, be positively impacted by the progress made in their native country. Cuba is seeing a lot of positive changes and I think it is a good time for equality advances. These will not stand alone and be more susceptible to criticism and opposition. With a good handle on media and other communications platforms, achieving complete equality for gays and lesbians in Cuba looks very promising.
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