Acceptance, equality, celebrating the work of LGBTQ+ people, learning about LGBTQ+ history, and raising awareness of issues affecting the LGBTQ+ community are all part of Pride Month. June is considered Pride Month, and like every year, we saw a variety of brands execute some fantastic Pride Month campaigns this year too.
As June draws to a close, everyone is discussing the different campaigns that brands have planned and executed in 2022. While some brands engaged in performative allyship, a handful of people did what was required – recognized what pride stands for, celebrated its majestic diversity, and amplified what the LGBTQIA community truly wants to say! Unlike previous campaigns, which were published at the start of the month, this one is released at the end.
The campaign, titled ‘Check For Respect,’ was conceptualized and executed by Jio Creative Labs, a branch of Reliance Jio Infocomm Limited that controls advertising and communications. The brand’s latest video emphasizes the importance of inclusivity and respect, which the pride community loses after pride month. We should understand that it is not all about pride month but the pride community should be celebrated each day.
The campaign sends a powerful signal that brands must encounter Pride not just as an opportunity to profit from the society, but as a chance to vocally use the community’s influence and the brand’s extent to effect change and impact how the LGBTQIA community is regarded outside of Pride month.
“As a company, we believe in inclusivity,” said Aman Aggarwal, Creative Director of Jio Creative Labs, of the campaign. We didn’t do it to receive an award or capitalize on the importance of Pride Month. It is something in which we believe. We would have completed it anyway. As advertisers, the very least we can do is work that can catalyze change. This is our way of giving back to change and being a community ally.”
A team of storytellers at Jio Creative Labs is researching real-life human stories from all over the country so that as a brand, they can send out signals of positivity and contribute a drop in the ocean of goodwill.
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