Brands are increasingly giving importance to the issue of representativeness. And the Absolut Campaign is one of the proofs of this movement.
Entitled Kiss with Pride, the promotional action aims to raise the discussion on gay love. In addition, she also aimed to break taboos, showing that all types of love should generate pride.
Continue reading this post and see how the Absolut campaign, as well as other initiatives, are positively impacting the fight for the rights of the LGBTQ+ community.
In recent years, the LGBTQ+ community has achieved several achievements. But there is still a lot of prejudice and inequality when it comes to LGBTQ+ rights.
Many people still roll their eyes at displays of affection that deviate from the standards hitherto accepted by society. And, in extreme cases, there are those people who even want to go for aggression when they see two men or two women kissing in public.
It was thinking precisely about this type of issue that Vodca decided to create an action to reinforce the rights and freedoms of the gay community, as well as encourage this public not to feel ashamed of showing love, but pride!
Source: flickr
This is how the Absolut Campaign came about, to commemorate the 50th anniversary of the legalization of homosexuality in the United Kingdom and Wales. Entitled Kiss with Pride, it had posters where it was possible to see same-sex kisses.
The objective of the Absolut Campaign was to raise awareness about the cause, mainly due to the fact that, even today, in many regions this simple demonstration of affection can be punished. In some countries, for example, the couple can be sentenced to death.
The kisses were shot by photographer Sam Bradley. According to the professional, the purpose of the photos is to overcome the barriers of the progressive bubble of cities like New York and London. It is precisely to reach those people who still live within ultraconservative spheres and who are unaware of all the challenges that gays, lesbians, transsexuals, bisexuals and others in the community have to go through.
The Absolut Campaign also involved other actions. One of them, called Equal Love, was made simultaneously at the London Pride festival. It was developed by the creative agency BBH London.
According to agency director Ian Heartfield, the objective of this second “act” was also to project the experiences of LGBTQ+ people onto people, thus generating a change in mindset in a positive, constructive and festive way.
This is not Absolut's first campaign in favor of LGBTQ+ rights. In fact, the head of marketing at Pernod Ricard, which is the British company that sells Absolut, recalls that this type of initiative is part of the brand's history.
For him, the fact that millions of people are judged for the simple fact of loving and do not have the right to show it goes against everything that Absolut stands for. This is why the company is always creating actions to show support for the cause.
The repercussion of the Absolut Campaign was so great that the images were in various parts of the United Kingdom in digital format. In addition, they were also published in print, generating a wide debate on the subject.
Source: joe
The Absolut Campaign was launched in 2017. But in 2019 the brand is also engaged with the cause. In partnership with Batekoo, Projeto AB has just gained space in São Paulo.
The objective is for the site to serve as a center for encouraging entrepreneurship, training and networking. The initiative arrives in the midst of a scenario of prejudice that is still very strong in Brazil.
According to surveys, one in five companies refuses to hire homosexuals. Furthermore, studies show that two out of three LGBT people who hold jobs are not comfortable enough to reveal their gender or sexual orientation at work.
With this scenario in mind, the Absolut Campaign was created together with Batekoo, which is a peripheral and black representation group made up of people from the LGBTQ community, also known as Projeto AB.
Its main objective is the professional training of members of this community. In this way, it is possible to generate more jobs and encourage entrepreneurship among members.
In addition, the initiative also aims to increase job market opportunities.
Now with headquarters in São Paulo, the project will start to run courses, as well as workshops in addition to workshops.
The purpose of these events is to raise funds to maintain the project's training and courses. And for that, all ticket sales will be reverted to the initiative.
In the space's first month of operation, which opened on June 27, the week of International LGBTQ+ Pride Day, the space had 33 workshops with a total of 274 vacancies.
The classes were all developed by a network of specialized partners. And among the training offered were: photography, bartender, videographers, hostess, security guards and several others that are also part of the cultural universe.
The goal of this new Absolut campaign is that in 6 months around 800 job opportunities will be created. And for that, the partners will constantly invest in improvements for the initiative.
According to Renata Almeida, brand manager for Absolut Brasil, this type of initiative is essential to incorporate the brand's global positioning. The company has always been linked to the LGBTQ+ movement, and wants to encourage other ventures to do the same, starting with inclusion in the work environment.
More than just proudly celebrating the cause, the goal is to create new acceptance policies. The labor market should not be biased.
On the contrary, it can be the first step towards greater acceptance in society as a whole. In addition, the campaign that focuses on the LGBTQ+ community is also leading the debate on other types of prejudice within companies, such as black people and also women who still earn less than men, even though they have the same functions and training. .
And it is by taking every small step that society can move towards a more egalitarian and respectful scenario.
What did you think of the Absolut Campaign? Leave your opinion in the comments!
