Gresham gave credit to the brand’s corporate social responsibility (CSR) team for planting the seeds that led them to partner with SAGE, a relationship that will extend beyond Pride, and includes a donation of $50,000 to support the organization’s key programs, including a hotline connecting elders from the community to trained responders.
“Through this partnership with Visible, we are excited to highlight the dynamic spirits of our trailblazers, while acknowledging the critical significance of nurturing connectivity and bonds within the LGBTQ+ community,” said SAGE CEO Michael Adams in a statement. “As we celebrate Pride month, our hope is that this campaign will not only enlighten but also ignite a transformative spark within younger people and allies.”
Added Gresham, “Elders in any community can feel isolated and removed and have less connections,” noting that Visible—quite literally—sought SAGE’s advice during the ideation of the campaign and their overall approach to the topic and involvement as a brand ally in the space.
“We want to be supportive of SAGE and the elder community, and they definitely are teaching us a lot and helping us be better communicators in our marketing and in our programs.”
She also cited the key generational differences in the community (“what people experienced, how they’ve shown up, how they’ve celebrated”) as inspiration for the Gen Z pairing and the campaign’s trivia format.
Strong allyship = strong brand capital
In fact, Gresham told Adweek that when it comes to the brand’s synergistic marketing and creative approach, the data adds up; noting that content with more community-related topics outperforms its counterparts in engagement.
“The watch times, the clicks, the reactions, etc. are all stronger,” she says, explaining how it has been beneficial as Visible works to build its brand awareness amongst a broader, younger audience—one that she notes makes their decisions based on brand alignment more than price.
For Gresham and her team, the data also helped them find the perfect cast for the campaign in The Old Gays and creators that authentically resonated with the community, especially Drama, who she says, “adds so much to the work.”
In this case, it is work they hope makes everyone—especially the community—proud.
“For all of us, views are important in our lives and need to be respected, supported, and appreciated. I love that this [work] helps bridge that.”
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