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SXSW Interactive 2015

Turn on your GAYDAR, and touch LGBT people.

A crash course in speaking "gay" exploring best/worst content. $180B is spent every year on Advertising but very little reflects the social revolution that is happening now for LGBT people. And the “gay joke” using stereotypes, homophobia and trans-phobia remains a go-to tool for comedy in marketing content worldwide. Learn how storytelling can reflect LGBT consumers in a positive way while still being funny & relevant. Understanding specific examples and language that work and don’t work can be the difference in reaching LGBT adults. Session will include many examples of positive work i.e. Allstate’s bold move "Safe in my Hands," Betty Crocker, and the Anti-Defamation League, plus loads of brand fails; and anecdotes from industry insiders. Presented by Publicis NA, Adv. Creative Director Whitney Pillsbury & Adv. Media Expert Mike Wilke. Whitney & Mike’s presentation will educate, entertain and eliminate the “gay joke” from your toolbox. Best practices from Practicing Homosexuals!

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Takeaways

  1. Hundreds of commercials have made reference to gay, lesbian, bisexual and transgender people, but for what purposes?
  2. Gay stereotypes, homophobia and transphobia are frequently used tools for comedy, but would any company position black, Hispanic or Asian stereotypes for humor today?
  3. How are today's quickly changing perspectives on the gay community being reflected in commercials?
  4. Are corporations ready for an increasingly gay-friendly world?
  5. What creative approaches work, or don't, and why?

Speakers

Organizer

Erin Creagh, Corporate Communications, Publicis Kaplan Thaler

Meta Information:

  • Tags: advertising
  • Event: Interactive
  • Format: Dual
  • Track: Diversity and Emerging Markets
  • Level: Advanced
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