Outvertising, an advocacy group for LGBTQIA+ inclusion in advertising and marketing, has unveiled its largest campaign to date, taking over out-of-home (OOH) sites across the country.
Coinciding with LGBT History Month, the organisation’s ads include rewritten scripts and headlines for some of the world’s most well-known campaigns, re-imagining them to be more inclusive for LGBTQIA+ audiences. Reinvented ads include DeBeers’ ‘Two Months Salary’ poster and Old Spice’s “The Man Your Man Could Smell Like” spot.
The creative work – developed by creative agency Across the Pond – also features a call to action for LGBTQIA+ ad professionals and allies to join the Outvertising community.
In association with OPEN Media and Clear Channel, the posters will feature across billboard sites in London, Newcastle, Liverpool, Sheffield, Coventry and Hull.
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“Outvertising is an independent voice standing up for queer people in our industry and beyond. To make that voice even louder we’re launching our biggest ever campaign and inviting everyone to join us. Together we can help write the LGBTQIA+ history of tomorrow, using the power and reach of advertising to shape society for the better,” Outvertising joint-CEO Marty Davies said.
The campaign will also roll out via digital and social platforms throughout LGBT History Month with the help of agency ERGS.
Across the Pond executive creative director Jim de Zoete added that the campaign seeks to “mobilise our industry to create serious change around diverse representation.”
“There are so many of us who want to make a difference, but just don’t know how to have a real impact. Joining the Outvertising community is a great start. And what’s thrilling, and we hope this shows in the executions, is that this change is in your hands. Just by adapting a few words you can suddenly make the work, and the world, more inclusive.”
