Why brands need to speak up in countries averse to LGBTQ+ rights
Excerpt from an article published by The Drum, featuring P&G Vicks' inspiring "Generations of Care" campaign about brands speaking up for the LGBTQ+ community in countries that deny rights.
While governments across the world inflict strict laws that deny the rights of their queer citizens, how can brands support the LGBTQ+ community in a way that might lead to systemic change?
Although the world has come a long way, in many countries LGBTQ+individuals still face censorship, imprisonment and in the worst instances, the death penalty just for being themselves.
While the rest of the world looks ahead, what can brands do to help the individual experiences of the LGBTQ+ community in countries more opposed to their rights?
Another brand leading the way in India is Vicks. Its 'Generations of Care' campaign had a mission to tell evocative stories that inspire a change in people and recognise, applaud and support real people with extraordinary stories.
One film in the series - ‘Family is where Care is’ went viral. It portrayed the real-life story of an orphan and her newfound ’mother’ – a transgender woman. In 2014, India declared transgender to be a ‘third gender' and so the campaign saw the orphaned girl Gayatri tell her story of the challenges that her adoptive mother faces from the rest of society.