To help businesses create meaningful and authentic campaigns, Georgia Gadsby March, member of the LGBTQIA+ community and co-founder of Unearth PR, has shared a series of 8 essential things to consider before running a Pride campaign. 

“Look at your team. Is anyone from the LGBTQIA+ community sitting at your table? If not, I suggest pausing your campaign and contemplating more inclusive hiring practices. Building a diverse team not only enhances creativity and innovation but also brings forth a broader perspective.

“Look at your senior management team. Is anyone from the LGBTQIA+ community represented in your management team? If not, I advise reconsidering your campaign and focusing on inclusive senior hiring strategies. True representation at all levels of leadership fosters a sense of belonging and better reflects the diversity of your customers and stakeholders.

“Consider how your campaign contributes to the LGBTQIA+ community. Does it raise awareness about impactful issues, supported by robust case studies and data? Are you actively supporting LGBTQIA+ charities through donations or other means? Meaningful engagement with the community goes beyond superficial gestures and seeks to create lasting positive change.

“If you’re creating a product for Pride, reflect on this. If it generates revenue, it is crucial to examine whether you are profiting from the struggles of the LGBTQIA+ community. Instead, I recommend donating profits to commendable LGBTQIA+ charities, such as Stonewall UK, MindOut, and Galop UK, to actively contribute to their important work.

“If you are showcasing LGBTQIA+ staff members in your campaign, it is essential to consider the representation within your workforce as a whole. Tokenism should be avoided at all costs, as it undermines the authenticity of your efforts. Ensure a diverse and inclusive work environment that supports and empowers LGBTQ+ employees.

“Evaluate your business's past contributions to the LGBTQIA+ community. If nothing significant comes to mind, I suggest reevaluating your readiness to launch a Pride campaign. Authentic support extends beyond one-off initiatives and requires ongoing commitment.

"Consider the frequency of your LGBTQIA+ campaigns. Is this the only Pride campaign you will run all year? Are you solely focusing on LGBTQIA+ issues during Pride Month? Remember that Pride is not confined to a single month but is a year-round commitment. I encourage businesses to foster an inclusive environment every day, supporting the LGBTQIA+ community beyond the month of June, and always remembering that pride is a protest, not just a celebration.

“Lastly, inclusivity within the LGBTQIA+ community itself must be addressed. Take a critical look at your campaign and determine if it accurately represents the diverse world we live in. Avoid perpetuating stereotypes and make an effort to showcase the intersectionality of experiences, including LGBTQIA+ individuals from various ethnicities, gender identities, and backgrounds.

“In sharing these insights, I hope to guide allies in the PR and marketing industry toward creating more meaningful and respectful Pride campaigns. By avoiding offensive or insincere approaches, businesses can forge genuine connections with the LGBTQIA+ community and contribute positively to their ongoing struggles and achievements.”