Tuning in to inclusive advertising: how to embrace diversity in Out of Home

The event speaks to the importance of authentic representation and engagement in OOH as brands seek to engage with the public and avoid diversity fatigue. 

Understanding your audience 

When it comes to diversity, most instinctively think of the differences amongst individuals that pertain to race. And while official census data tells us that ethnic communities make up 18.3% or 11m people as part of the UK population, it’s important to consider other characteristics as well.  

Did you know that the 2021 census was the first to consider gender identity and sexual orientation? Finding that more than 1.5m people in England and Wales identify as part of the LGBTQIA+ community.  

This means that with OOH reaching more than 90% of the UK population weekly, there’s a unique opportunity to communicate with millions of people every day, including both ethnic minorities and members of the LGBTQIA+ community. 

Normalising inclusive planning 

It’s clear that the audience demographic is always evolving and as community expectations shift, brands must adapt to offer support and authentic representation. OOH's prevalence and inherent inclusivity make it a powerful tool for reaching and resonating with a broad audience.  

Because of this, when it comes to campaign planning, don’t underestimate the power of trust and authenticity. It’s important to consider all aspects of your campaign, not just looking at the talent in front of the camera but also considering those working behind it too.  

The team at Lucky Generals highlight just how powerful internal departmental feedback can be with its 2022 Virgin Atlantic campaign, reminiscing the useful insights they received from Virgin’s own HR department that helped shape the campaign and emphasise the importance of making sure brand values are reflected both internally and externally.  

Think critically when it comes to creativity 

Brands should also consider their overall strategy, this involves activations, consulting, production and studios. Including diverse voices at all stages of the production process, especially those marginalised by other intersectional identities, gives brands the opportunity to discover new ideas and maximise their campaign's potential in reaching further audiences.  

Most importantly, brands should avoid stereotypes. Always avoid being performative and seek to establish credibility with your audience. One way in which brands can do this is by considering their partnerships and collaborating with other experts. Also, consider when campaigns are run, for example not just activating during Pride season, but having a presence within the LGBTQIA+ community year-round. 

Ultimately, in a world where representation and inclusivity matter more than ever, the webinar's key takeaways serve as a valuable guide for brands seeking to navigate this new era of advertising where authenticity, diversity, and inclusion reign supreme. 

Clear Channel, GAY TIMES, and Lucky Generals have set the stage for brands to not just get representation right but to lead the way in embracing and celebrating the rich tapestry of communities that make up our society. 

If you're interested in learning more about inclusive advertising, we can help.