May 17 marks International Day against #LGTBIphobia, and at PMC we are not left out.
The International Day Against Homophobia, Transphobia, and Biphobia was created in 2004 to draw attention to the violence and discrimination experienced by people with diverse sexual orientations, gender identities or expressions, and sex characteristics. The date was specifically chosen to commemorate the World Health Organizationās decision in 1990 to declassify homosexuality as a mental disorder. Celebrated in more than 130 countries, the International Day against Homophobia, Transphobia, and Biphobia has received official recognition from several States, international institutions such as the European Parliament, and countless local authorities. Most United Nations agencies also mark the day with specific events. From Pompeu Marketing Club, we wanted to do our part and give more visibility to this celebration and the values and revindication that represents. Continuing with the theme of emotional marketing, we will analyze the latest campaign of the dating application Badoo, which transmits a strong pro LGTBI message.
AUDIOVISUAL CONTENT
The ad shows several couples of all gender, races and sexualities while giving a pro-LGBTI speech making a metaphor the long lockdown we are all living with people feeling repressed and locked because of who they really are, encouraging them to be brave, live the life that they really want and be proud of who they are.
MARKETING TECHNIQUES
Honesty and closeness: It is an honest message with which a lot of people can feel identified. This allows the brand to connect very closely with its target. Young people don't like to be confined and Badoo has managed to capture this feeling perfectly in its ad.
Use of celebrities image and influence: in order to inspire empathy on its public a reach mostly young people, this advertising campaign has included current influencers such as David Rees, Africa Adalia or Amarna Miller.
Inclusivity: Badoo wants to normalize many kinds of different couples: interracial couples, homosexual, bisexual or polyamorous couples. Moreover, the brand also wants to break the established canons concerning bodies, styles and ways of expressing.
In conclusion, with this ad, Badoo wants to send a message of support and freedom to all (mainly) young LGTBI people out there who feel repressed and tired of pretending to be someone they are not. As a result, Badoo stands as an icon against LGBT discrimination and as a breath of fresh air for romantic relationships.
Badoo ad:
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