Provoke Weekly 2/20 LGBT



LGBT – Inclusive Marketing on the Global Stage. The Olympic Games are the highest level in which an athlete can compete. Unfortunately, at the start of the 2014 Winter Olympics in Sochi, Russia, rather than attention being on celebrating the achievements of the athletes who made it to this stage, the focus was on another topic: Russia’s anti-gay laws. This topic took the international center stage, as many companies and lesbian, gay, bisexual and trans (LGBT) supporters took to social media and other avenues to voice their opinions. Back on the home front, the topic of LGBT continues to be one of debate. Just recently, a top-ranked Division I college football player revealed that he is gay. If drafted, he would be the first openly gay athlete to play in the NFL. This has the sports world buzzing, with everyone coming off the sidelines to participate in the discussion. As a brand—as with everything else—you have to “get in where you fit in.” LGBT is becoming a household topic, and it’s important to not necessarily have a stance, but to have an approach for this growing niche segment. And as with all relationships, timing (and relevancy) is everything. Fabian Camacho, Account Executive