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27th May 2022
LGBTQ+ Inclusion in advertising has 'room for improvementWhen it comes to inclusivity in media, the majority of the LGBTQ+ community (63%) consider the media industry has done better in the last two years, but there remains a lot of room for improvement, according to Nielsen research. Some 10% of the LGBTQ+ community report they have been the recipient of an advertisement online based on their sexual orientation or gender identity, yet only one in five consider this approach as a positive experience for them. The LGBTQ+ community also made the following recommendations on how to improve LGBTQ+ inclusion: avoid stereotyping individuals (50%); be more authentic/realistic in depictions of LGBTQ+ people (44%); and involve the LGBTQ+ community when visioning and creating advertising/programming (37%). The research found that the LGBTQ+ community generally considers offline and more traditional media formats to be less inclusive. On-demand services fared the best, with 68% of the community typically watching BBC iPlayer when they spend time watching TV on the internet. This community is 16% more likely than the general population to consume BBC iPlayer. When asked to rank the most inclusive advertising channels, social media advertising, influencers and TV advertising came out on top as the most inclusive. Through the survey, Nielsen identified specific verticals that deliver non-inclusive advertising, with insurance, financial services and automotive companies being highlighted as able to do more for supporting this audience. By comparison, fashion/clothing, beauty, travel and tourism sectors were seen as more inclusive. (Source: ReseachLive 2022)

Love Island is promoting secondhand shopping this summer: Love Island is the countries favourite dating reality show, it’s the one show that never fails to pull in ratings but with this it has drawn in a lot of bad press whether it be concerning mental health or their cast going on to do shady advertising deals on Instagram. In a refreshing move Love Island has teamed up with eBay and will provide the cast of this year's show with second hand clothes as opposed to the Boohoo fast fashion products that it previously used. This is a big move for eBay who have taken dived into the shoe re-selling space as well as aiding local advertisers sponsors in their local sports ground. This is also a positive step for Love Island and it shows that we may be moving out of a fast-fashion era and taking a significant step towards more positive collaborations for the environment. (Source: Nylon 2022)

Dame Helen Mirren and Ian Wright star in youth focused Cadbury campaign: Cadbury is switching its focus from older to younger people in its latest campaign featuring a range of accomplished celebrities talking about how it is normal to have self-doubt. Through the ads, the Mondelez-owned confectionery brand is attempting to frame sharing your doubts as a generous act that could help someone who is struggling with their own worries and doesn't realise how normal they are. Chris Faith, the director of the Bafta-winning Big Zuu's Big Eats as well as ads for BT and EE, directed the spots, which were produced by ITN Advertising. The youth-focused strategy is a switch for Cadbury, which has focused on older people in much of its marketing  in recent years and built a partnership with Age UK. Many of the stars in the ad are shot in an environment where you might expect them to feel confident – Richard E Grant is about to go on stage, Ellie Simmonds is by a pool, Big Zuu is in a kitchen, Ian Wright is by the Arsenal stadium – to show that people can have doubts anywhere. Jonny Parker and Chris Birch, executive creative directors at VCCP London, said: "Self-doubt is no stranger to us all, especially in this game, but the number of young people struggling with doubt day to day was eye-opening. (Source: CampaignLive 2022)

Engine creative brings life to missing people posters: Engine Creative has given Missing People outdoor ads a fillip with the invention of a “live” portrait in which the missing person appears to smile, move their eyes and make facial expressions. The ads, which feature photography enhanced and animated by AI and machine learning, launch on digital outdoor screens in Westfield London, Canary Wharf and Westfield Stratford City this week. (Source: CampaignLive 2022)

TfL brings more of London together in Elizabeth Line campaign: Transport for London has released a campaign to mark the opening of the Elizabeth Line today.The work will run in London for six weeks across TV, video-on-demand, radio, online video, digital display, out-of-home, DOOH, print, customer relationship management, door drops and special-build bus wraps.  It includes a 40-second film, which unveils the new line in all its glory. The accompanying track for the spot, brings together musicians from 30 different nationalities to record a version of The Blue Danube by Johann Strauss. The music softly plays while elegant shots of the Elizabeth Line weave together, showcasing features like step-free access, more space and faster journey times.Trains glide in slow motion as travellers waltz through various stations. Signs and roundels build anticipation with text such as "It’s here", as well as spotlighting the line’s features like "39 step-free stations". (Source:CampaignLive 2022)

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