Three factors form the foundation of a successful ad campaign: Reach, resonance and reaction. Reach the right audience, and ensure your advertising resonates positively so you can generate the desired reaction. Simple–right? Wrong.
The most credible advertising comes straight from the people we know and trust. And it should come as no surprise that more than eight-in-10 global respondents (83%) say they completely or somewhat trust the recommendations of friends and family.
This report looks at how LGBTQ+ adults in nine countries perceive inclusion on various media platforms and advertising, LGBTQ+ visibility in media and how to improve inclusion of LGBTQ+ people in advertising and content.