The LGTBI+ community faces endless obstacles. One of them is not being able to participate of a Pride parade accompanied by their families. There are multiple myths and falsehoods surrounding a Pride parade, and some sexualized acts or non-modest clothing are examples of the images that become popular in the media the day following Pride. These images promote fear and prejudice and prevent families from marching along their diverse offspring. In addition to this sentiment, the pandemic caused the cancellation of all on-site and large-scale events.
This is why DDB Colombia -in partnership with Mesa de Trabajo LGBT de Bogotá, Pink Consultores, egoCity and Colombia Diversa- created for its client Claro the first live and completely virtual parade through Zoom and YouTube Live. For the first time in history, 15,000 people paraded virtually their pride in a safe way with the people they love and who have always been by their side. Through Zoom and YouTube Live platforms, all participants consumed more than 20 hours of content divided into 4 rooms where the public could choose between different conceptual themes about the LGBTI + community with shows, lectures and online debates.
Throughout the parade, the 15,000 participants uploaded the various moments and posted their messages of pride and support on social networks with the hashtag #walkwithme taking the parade to the first place in the trending topics of the country.
With the aid of technology, Colombia’s largest telecommunication’s company -Claro- will unite thousands of people connected to the same live, virtual and unprecedented parade.
Across the world, we have collectively been experiencing a huge crisis which has not discriminated. When so many business sectors have suffered as a result of Covid-19, marketing has understandably taken a battering. Budgets have been slashed as uncertainty has reigned. At the same time, for those who haven’t withdrawn altogether, brand messaging has felt like a tightrope for most, bringing a huge challenge of striking the right tone whilst putting out compelling content. Any brand message that could be seen to be exploiting the current situation has been met with negative consumer sentiment that could cause long term damage to brand equity. At the same time, many of the traditional ways of creating marketing content, such as tv production, have been severely restricted during lockdown.
Several notable brands have pivoted to practically help – from manufacturing hand sanitiser to donating free or discounted food to health-workers. These initiatives have rightly been applauded. But which brands have gone further in a way that is likely to make a long-term positive impact?
Celebrating best-in-class branded content
There are great examples of brands that have employed creativity, resourcefulness and thoughtfulness during this very challenging time. Content has always been the strongest and most effective way in which to engage people by providing genuine value, and right now this has never been more acute.
Whether it is to provide utility, as above, or to entertain, inform, educate or inspire, we want to highlight the very best branded content that has been produced during the lockdown period, across the globe. Stand-out campaigns are to be nominated from all active BCMA markets, and all BCMA members will have the opportunity to vote for their favourites. We will then publish the winners and promote them across local and global channels.
Why the BCMA is doing this
We are all united in experiencing this devastating pandemic, and it is so often out of adversity that creativity is borne. As the BCMA, we have a mission to promote best practice when it comes to branded content. And as a global organization, we have a unique opportunity to bring together the best examples from around the world to recognize talent and inspire other brands and content makers.