From healthcare to fashion, leading advertisers are voicing their support for LGBTQ pride with JCDecaux street furniture advertising.
At some of North America’s largest Pride fetsivals in New York, Chicago, Boston, and San Francisco, millions of attendees from around the world are drawn to city centers to celebrate progress and visibility of the LGBTQ community.
It has become increasingly common and even expected for large companies to voice their support for the pride movement, especially in light of recent anti-LGBTQ legislation proposed around the country.
In fact, the latest consumer research proves the value of inclusive marketing among LGBTQ+ consumers.
According to research from Community Marketing & Insights, the world’s leading LGBTQ research firm, 85% of adult LGBTQ survey respondents say companies that support LGBTQ equality are more important than ever.
Meanwhile, 91% support when companies create ads with LGBTQ imagery and 78% tend to support companies that market to and support the LGBTQ community.
Additional findings from GLAAD show that 71% of LGBTQ consumers are more likely to purchase from companies that feature LGBTQ individuals in their ads.
Beyond pride month, street furniture and billboard advertising have proven to be some of the most effective means of amplifying brand messaging at special events.
By providing advertisers with a real-life voice beside key festivities, OOH helps brands to align themselves with a cause and achieve an unmatched sense of perceived legitimacy among target consumers.
It’s for this reason that leading advertisers seek out JCDecaux street furniture panels along parade routes, as to achieve maximum visibility from parade participants and spectators.
For additional flexibility, programmatic digital out-of-home offers the opportunity for last minute activations with special geographic targeting ahead of events like pride parades.
While Durex’s launched their Pride campaign at the start of June, Marc Jacob’s last-minute activation on digital bus shelters along the Pride parade route in New York proves prDOOH’s value for special event marketing.