Posts Tagged ‘Advertising’

GLAAD-itude for Amplifying Our Community’s Voice

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Live from New York…it's the opening keynote of the Gay & Lesbian Marketing Conference. Sitting in the front row (yes, I'm still that nerd), I met and listened to GLAAD President Jarrett Barrios' address on the organization's current efforts and the role of storytelling in bringing about equality — whether between a mother and son or between a celebrity and the public. He opened with a story about a young man in Chicago (actually a good friend of mine — small world) he had mentored before whose family for more than 10 years had been uninterested in his life, his relationships, his hopes and dreams.

And two weeks ago, it changed. The young man's mom asked about his being gay. And why? Two words. Ricky Martin. 

GLAAD understands the power of media to create bridges at the personal and national level. Barrios noted that while the U.S. media (and as we covered here) noted the event as "obvious" or "coming from some time," the story continues in Spanish-language media today. It continues to open that community to greater awareness of a leading celebrity's  life and sexuality, very similar to Ellen's coming out in the United States many years earlier. He also highlighted the results from GLAAD's recent study with Harris Interactive in which they found that 20 percent of those surveyed view gays more positively than they did 5 years ago.

So what led this change? No surprise, this change was largely led by individuals coming out to friends, family, and others in their community. I life lived out front and transparent is help moving the minds and hearts of America. And following personal storytelling, is the media. Barrios painted a quick and clear picture. Think back 30 years ago — you know, Three's Company on TV, Anita Bryant and the movie Cruisin were some of the only images or quasi-images of LGBT people. The LGBT community, as many of you know, was doing so well at that time. 

Fast forward to today. News stories are growing more fair, accurate and inclusive. We've got Ellen, LOGO-TV, and major brands such as Levi's, Bertolli, Progressive and long-standing LGBT supporter Absolut with inclusive corporate advertisements that present our community in both LGBT and mainstream media. 

Barrios covered in his address and in the following Q&A many of the organization's leading work (many of which we've covered on the Out Front Blog) in recent months with CNN's story on the young boy in Arkansas who won't pledge allegiance until there's LGBT equality, CNN's error on their ex-gay story, their stance on the recent Tribeca film Ticked Off Trannies With Knives. Read more on GLAAD's work at those links — also check out their new brand, which we totally dig!

Barrios summed it up well. We, the LGBT community,  are part of the phrases "We the people" and "United, we stand" and others that are the foundation of the United States. He place the work ahead for greater equality change on us — as individuals and marketers within Corporate America. Equality is achieved through media and Corporate America, not legislation first.  That's what follows. 

So we'll keep being out front and hope you will too. We're changing hearts and mind. We'll lead, and (I hope, soon) the government will follow.

More too come…

| April 30th, 2010 No Comments »
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Out Front Destination: Palm Springs

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Why is it these days that I am blogging more and more about the LGBT tourism industry? Could it be that I am ready for a vacation? Countdown to May 26 is on (aka when time off begins…)!

My sister and her husband own a timeshare property through one of the major hotel chains. The deal they have is that they can exchange it for any sister property around the world. The past couple of years, they have cashed in and exchanged it for Palm Springs/Palm Desert, California, and as a family, we cashed in and joined them.

To say I love Palm Springs is an understatement. It's incredibly beautiful. I love that you can tan at the pool in the middle of the desert, overlooking the mountains. The downtown area is so eclectic and fun– great restaurants, great nightlife, and great shopping.

The first time I ventured to Palm Springs was actually for work. Almost five years ago, I was working at a different firm and we were doing a grassroots healthcare tour, with a stop in Palm Springs. We stayed just for one night, and it was one of those nights where I was free from client responsibility, which meant that I could actually explore the town.

As a member of the LGBT community, you immediately feel at home in Palm Springs. There are so many LGBT-owned businesses, hotels and bars to welcome you to the city. And, it's not a hidden part of the town– it's an inherent part of the business community.

And five years ago, I was still coming into my own as an adult gay male, and to be in Palm Springs and feel so comfortable and so welcoming was such a helpful part of my journey.

It's fair to say that many members of the LGBT community feel this way about Palm Springs. In an article yesterday in The Desert Sun, the reporter pointed out that Palm Springs ranks 13th in desired travel destinations for the LGBT consumer. Many small-business LGBT owners, as well as our allies in the hospitality industry, were interviewed to share their positive experience of embracing the LGBT consumer and how open Palm Springs has become for us. Many travelers are also on record detailing how this "comfort level" is a main driver behind selecting the ideal LGBT travel hot spot. Plus, they have major LGBT events– like the Dinah Shore Weekend and the White Party.

So, I officially add Palm Springs to my list of cities that "get it"– cities that understand the opportunity and the reward that comes with marketing to the LGBT community and involving the LGBT community in your outreach.

While Palm Springs isn't on my destination list for 2010, I certainly welcome the opportunity to visit, should anyone choose to send me….anyone?

Have a great week.  

| April 12th, 2010 No Comments »
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Out Front…On the Road

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Happy Friday everyone!

Sometimes we get the opportunity to take our little blog show out on the road. This weekend marks the start of an April blitz to talk about how to connect with the LGBT consumer. Here's a sampling of the great opportunities we have in store for Out Front:

  • Saturday, April 10: I'll be appearing (sounds like I am a stand-up comic) at Equality Ohio's C.A.U.S.E. Conference 2010, which is described as a summit for LGBT and allied leaders in the college community working for lesbian, gay, bisexual, and transgender equality. I'm excited to interact with LGBT leaders from the youth community to talk about how to ensure that the LGBT voice is heard, and more important, recognized as a critical element of our broader Ohio community. And even more fun? It's at the University of Cincinnati..it's like returning to college, except I didn't go to this college! But, Cincy is known for its awesome chili, and know it can be known for its awesome LGBT activism. Even more, more fun? It's a four-hour drive this afternoon, which means that I can perfect my version of "Don't Rain on My Parade," a-la the "Glee" soundtrack, for those fellow drivers on 71-South.
  • Friday, April 30:   Super-excited to be invited to be on a PR/marketing panel at Community Marketing Inc.'s "Gay and Lesbian Marketing Conference" in New York. I'll be talking about our work bringing the Gay Games to Cleveland, but I also am jazzed to hear from my other panel members about their case studies in LGBT marketing. It's a day-long conference, with some awesome speakers. There is still time to register– so if you are in New York, please stop by!

Apparently, April showers bring LGBT marketing flowers. It's awesome that groups like Equality Ohio and CMI host these events for professionals to learn about best practices in LGBT marketing. I love the opportunity to network and learn from others, and I hope more companies recognize these valuable opportunities to gain insight from those in the LGBT-trenches.

Hope everyone has a good weekend. And, I apologize in advance if you hear me singing/screaming as I am driving to Cincy. It's hard to be the ingenue…

| April 9th, 2010 No Comments »
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Speaking with Numbers

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It wasn't until Monday night that I finally sat down and filled out the 2010 Census form — at the prodding of my more on-top-of-things roommate. In two minutes, I was done. That's it. It was two simple minutes I wouldn't have to share with my government for another ten years.

And being a single out gay man, it was pretty straightforward. However, I'm not unaware of the many important issues facing married same-sex couples and transgender individuals when it comes to this form.We all want to be counted for something — and we should, as these numbers directly affect how our elected leadership allocates funds for our communities and the programs that serve us.

On Monday the great folks at GLAAD joined U.S. Census Bureau officials, New York City Council Speaker Christine Quinn and others at New York's LGBT Center to unveil six new public service announcements that specifically ask LGBT people to "Be Yourself and Be Counted." They will be aired on LOGO.

One of the ads feature out gay actor and Star Trek legend George Takei with his husband Brad Altman. Takei notes this historic importance of the 2010 Census, as it is the first to recognize and count same-sex marriages. Other PSAs addressed a particular audience age demographic or segment of the LGBT population. Check out some at the bottom of this post or them all here on GLAAD's YouTube channel.

Be yourself and be counted — it's just another way for the LGBT community to be out front and honest to bring about greater equality and change. The PSAs do a good job of helping people understand their right to define and identify their relationships regardless of some states' inequalities. It's a deeply rooted message that I hope stirs individuals to grab a pen and fill out the form.

Each one of us in the community should take those two minutes. We should "give a damn," as Cyndi Lauper's new campaign says to our straight allies (if you haven't seen it, check out Erin's rocking post on the campaign from yesterday here). Collectively, those two minutes translate into greater awareness of our presence, greater funding for services that address our unique needs and greater hope for equality.

Opponents to equality, such as those at the Family Research Council, are voicing their concerns — which you can see here in a post from our friends at Good As You. Jeremy does a good job in the first two paragraphs echoing the message of the PSAs — be yourself and be counted for who you are.

Take a look at the PSAs and share your thoughts. Also, take the two minutes tonight to be yourself and make a difference.

| April 7th, 2010 No Comments »
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Staying in the LGBT Loop

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Happy Monday! Hope all enjoyed the unseasonably warm weekend here in the U.S. In Ohio, we were warm/hot each day this weekend, which provided an idyllic atmosphere for my first time hosting an Easter Egg Hunt for my 3 y/o niece. Is it bad that I picked out her "Hello Kitty" basket because I wanted it?!?

We've talked in the past about how important it is for businesses to walk the walk when it comes to marketing to the LGBT community. I came across an interesting story out of Florida that features a licensed therapist who became a LGBT publisher late in her career because of a life-changing event. I'll let Mary Bondi, the subject of the story, tell you about the event:

“In late 1999, around my birthday, I went to a theme park with my partner at the time. I was injured on a ride and suffered some back and neck injuries.I was bed-ridden for about three years and had to be taken care of. I became disabled and had to close my practice as well.”

The article describes how Bondi crossed paths with Dr. Joel Stein, who changed her life, and her outlook on life. “He spent 45 minutes on the phone with me and assured me he would help me get my life back. I began seeing there was a strong possibility that I could regain my life."

As she started down the road to recovery, Bondi was inspired to create a service to give back to the LGBT community. She created "In the Loop," an online community that connects the LGBT community with gay-friendly businesses and services. Bondi had been targeting the LGBT community through advertising and marketing in LGBT publications for her own business, and decided to create a more cost-effective forum to help entrepreneurs like her reach our community. She recently went to print on the first hard-copy edition of the directory, which is receiving positive feedback from subscribers and advertisers.

What I like about this story is that the idea for this community forum came from the community itself. Bondi has been an active member of the Florida LGBT community, and has been a patron of LGBT-owned businesses. She understands the importance of practicing what you preach when it comes to LGBT marketing, and now sets a great example of how the entrepreneurial spirit can have a positive impact on the LGBT community. Impressive all-around.

Have a great week!

(Image: Mary Bondi)

| April 5th, 2010 No Comments »
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