During Pride Month, awareness of LGBTQ+ issues are pushed to the forefront.
Rainbow flags are everywhere, casting becomes more queer-coded, and stereotypically queer health issues such as HIV and PrEP are given a spotlight.
This isn’t inherently bad, but brands need to improve the ways in which they are supporting and speaking to the LGBTQ+ community. These forced, less considered campaigns do not have the desired effect.
Spotlighting marginalised communities through Pride Month activations is important, but reports show that less than half (44%) of surveyed LGBTQ+ patients feel pharma ads reflect their experience. For certain subsets of the LGBTQ+ population, even fewer people felt represented.
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