All these efforts lead to impressions, reach, exposures, sponsorship assets and conversions. They build business and revenue. But they’re not architected solely to generate revenue; that’s why they’re effective. Ultimately, there’s a pretty simple solution to your goal: You could publicly commit to creating one LGBTQ+-focused case that is worth entering in the Effies this year. Or you can publicly declare what LGBTQ+ community organization will lead the way in co-creating your objectives in these efforts.
No, awards shouldn’t lead the creative process, but the statement would show that you’re willing to move accountability in new, tangible directions. Consider how few cases it would take to double the 2% status quo. Understand how far this advances you beyond rainbow logo efforts—which present diminishing returns at a time where our community faces greater pressures.
But, as young people say today, eff around and find out. Do it in December, to set yourself up for making a proven difference in the new year. Know that if you fall short, we’ll genuinely be glad you tried. Show that you embrace not only LGBTQ+ communities and their dollars, but that you also embrace our spirit. Show us that you’re ready to get things done for us, with us.
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