Australia — A national survey has been launched by The Body Shop Australia and Australia-based LGBTQIA+ youth advocate Minus18 to highlight the young queer people and their allies’ plight for inclusion.
The survey aims to boost the voices of young LGBTQIA+ people who too often are sidelined from conversations and decisions that directly impact their lives. It will underscore issues they face today, ranging from support their school or workplace gives, to sex education, gender-affirming surgery, safe spaces, and thoughts on the efforts of Australian leaders to support their community.
Simultaneously, full-service earned media agency One Green Bean (OGB) is driving awareness of the survey and donation from highlighter sales through media outreach and an influencer program across Instagram and TikTok. Influencers including @stylebydeni, @kathebbs, @alrighthey and @seanszeps will share posts encouraging their followers to take part in the survey.
The survey is open until March 15, 2022. The results will inform future Minus18 campaigns and events and will be published in a report later this year to further amplify the voices of these young people. Interested individuals can participate in the campaign through the campaign’s designated website (start.yougov.com/refer/vVsz4FfjtLBT70).
Meanwhile, an integrated campaign by Havas Village, ‘Out for Love’, is highlighting the work of the said survey. The campaign’s strategic media planning and buying will go through Havas Media Melbourne. In addition, its media outreach and influencer activities will be done via OGB.
Havas Media Melbourne has engaged entertainment website Pedestrian TV as part of a media campaign to help pass the mic to LGBTQIA+ youth communities. The campaign has also been integrated into episodes 3 and 8 of the 10-part TikTok series entitled ‘Self Care’, produced by production company Slag Productions in partnership with The Body Shop and a leading influencer.
Simone Gupta, CEO of Havas PR Australia responsible for One Green Bean, Red Havas, and Organic Pacific, said, “OGB is proud to be working on this important campaign with The Body Shop and Minus18, we’re getting the word out to drive participation in what we want to be the biggest ever survey of the LGBTQIA+ community and allies in Australia, assembling a team of influencers and executing a product-led media strategy to spread the word.”
Naomi Johnston, general manager of Havas Media Melbourne, shared the work aligned with Havas Village values, further saying, “The Havas Group is a strong supporter of diversity and inclusion. It is a privilege to be able to apply that commitment to the ‘Out for Love’ campaign by driving media activity that speaks directly to young LGBTQIA+ communities and their allies.”
Meanwhile, Shannon Chrisp, APAC brand and activism director of The Body Shop Australia, commented that The Body Shop is a brand rooted in activism and a proud ally of the LGBTQIA+ community.
“LGBTQIA+ Australians are too often excluded from the conversations that most affect them, so we are very proud to be working with Minus18 on this important campaign to amplify the community and allies’ voices, and support the next generation of queer leaders,” Chrisp said.
Last December, The Body Shop and Havas Village also collaborated to launch a Christmas campaign entitled ‘Spread the Love, Share the Joy This Christmas.’
