GSK brand Voltarol has launched a new campaign titled ‘More than Movement’ in partnership with Channel 4 and LGBTQ+ culture magazine Gay Times.
Spearheading the campaign is a short film focusing on the inspirational story of Oriance Lungu, a gay boxer from East London, already available on YouTube, a 30-second version will also air across Channel 4, its video-on-demand platform All 4 over 8 weeks. Clips will also be pushed out via the Gay Times and the TV network’s digital and social channels, Facebook and Instagram.
The film also features Jill LeFlour, a trans boxer who attends LGBTQ+ sessions at a London boxing club, which are due to end soon due to lack of funding, Jill uses the film to raise awareness about the need for more inclusive sports clubs and groups for the LGBTQ+ communities.
The campaign marks the third year of Voltarol and Publicis Media’s partnership with Gay Times, the inclusion of Channel 4 demonstrates Voltarol’s continued commitment to greater diversity and representation in its advertising.
The Gay Times’ partnership with Voltarol facilitated a £10,000 donation made to Pride Sports to aid their work in Birmingham, with the aim of inaugurating a Sporting Pride Conference offering various workshops and sessions for LGBTQ+ athletes.
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“The ambition was to create a partnership that takes our grass roots collaboration with Gay Times, now in its third year, to the next level,” PlatformGSK strategy partner, Tom Wilkinson said.
“Adding the power and prestige of Channel 4, to the quality and authenticity of Gay Times, makes for an exciting three-way partnership with Voltarol. One that will further charge GSK’s commitment to diversity and inclusion in sport.”
Gay Times Group CEO, Tag Warner added: “Three years into our partnership – Voltarol’s long-term approach to LGBTQ+ demonstrates their commitment and understanding to surfacing positive themes in LGBTQ+ Sport to the mainstream.
“Their ongoing support of Pride Sports leaves a lasting legacy beyond the documentary itself – which serves as brilliant inspiration to brands wanting to make a real difference in LGBTQ+.”
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