Tag: LGBTQ+

Manila, Philippines – As a predominantly Catholic country, most brands based in the Philippines still shy away from talking about gender inclusivity, fearing backlash from the conservative audience. With a growing LGBTQIA+ community in the country, how can brands use ads to fight alongside with these communities for inclusivity and equality?

This was the latest ad from global fast-food chain McDonald’s in the country, who recently launched a full-on campaign in celebration of Pride Month. The ad, conceptualised by TBWA\ Santiago Mangada Puno (TBWA\SMP), is a feel-good spot showcasing the brand’s commitment to promote gender equality in society.

The ad features a sweet story between a skater girl repeatedly passing thru a McDonald’s drive-through window: just to see her crush who works at the McDonald’s branch. Moreover, the ad–which has seen organic virality over the past few days–caught the attention of the masses as it featured an inclusive story between two women.

When asked about the creation of the ad, Adi Hernandez, corporate relations director at McDonald’s, shares, “Despite its rare representation locally, it was more important for us that who we are as a brand, which is a brand that welcomes all, is reflected in the stories that we share just like this one. Our commitment to diversity and gender inclusivity is an overall brand experience that we aim to improve from our employees and to our customers.”

Hernandez also added that the casting for the actors in the ad were made alongside TBWA\SMP to feature true members of the LGBTQIA+ community.

“No matter who you are, you are welcome and safe to come back here again and again – that’s what we wanted our audience to know. Which is why this is a part of a broader initiative of McDonald’s Philippines to show our commitment to ensuring we continue to be everyone’s happy place,” he added.

Singapore – Following Singapore’s move to decriminalise sex between men, Pink Dot’s first LGBTQ+ art exhibition ‘Words of Change’ will launch on 1 September. Pink Dot is Singapore’s non-profit movement dedicated to the LGBTQ+ community. 

As part of a collaboration with Virtue, VICE’s creative agency, the nationwide exhibition will also include an immersive AR filter to build greater interaction with the inspirational artworks.

Pink Dot SG held its 14th rally at Hong Lim Park in June. Following the event, 40 artists and illustrators were invited to transform heartfelt messages written by attendees of the annual event into art pieces. To drive awareness and discourse around LGBTQ+ issues through wider community engagement, the artwork will be displayed at galleries, restaurants and cafes at 30 participating locations across the island. 

‘Words of Change’ follows this week’s landmark decision by the Government of Singapore to repeal Section 377A of the Penal Code which criminalises sex between men. 

“While the government’s announcement that it intends to repeal Section 377A is certainly a step in the right direction, many barriers to equality still exist,” said Clement Tan, Pink Dot SG spokesperson.

“Participants at this year’s rally spoke up resoundingly about the changes they wish to see in Singapore society beyond just Section 377A. While there has now been a positive move towards equality and inclusion, the road to true equality is a long one, which is why Words of Change is as important as ever. We’re proud to shine a spotlight on some of these powerful messages, and to let them ring loud beyond the confines of Hong Lim Park,” Tan added.

Virtue also collaborated with Leah Zhao, an undergraduate at Lasalle College of the Arts, to develop an AR filter allowing people to immersively experience the art. Visitors to the exhibited pieces will be encouraged to create their own rendition of the pieces with interactive filters to carry on the conversation across social media platforms. 

In addition, partnering with local auction house, HotLotz, the art will be auctioned at the end of the exhibition with proceeds going back to the artists and LGBTQ+ community. 

Isabel Ong, senior account manager of Virtue APAC, added, “The recent announcement, while welcomed, does not mean the journey for equality is finished. Pink Dot SG’s annual event is an institution in Singapore, but it’s just one day during Pride month in June. There remains much to be done in order to change minds and end discrimination once and for all. Virtue wanted to extend the conversation around LGBTQ+ inclusion and turn the messages of hope written on placards during the event into art that connects with the wider community for longer.

“The artists and illustrators who joined the project have created inspirational, [thought-provoking] pieces and our AR filters mean greater accessibility and enhanced viewing experience for Singaporeans and continue to focus attention on this important issue and move it beyond tokenism,” she added. 

The Words of Change exhibition runs until 30 September, with the results of the auction announced at a closing celebration at Park Bench Deli.

Singapore – Pink Dot SG, a non-profit movement for the LGBTQ+ community, and Virtue APAC, the creative agency powered by VICE, have partnered to launch an artistic collaboration project to turn messages of support into art pieces and drive conversations around LGBTQ+ issues well beyond Pride month.

Created by Virtue APAC, ‘Words of Change’ invites artists to transform heartfelt messages of hope, written by attendees of Singapore’s annual Pink Dot event for LGBTQ+ equality, into art pieces. These works will then be exhibited across a network of public spaces on the island, preserving the inspirational messages beyond the one-day event.

Pink Dot SG is a non-profit movement started by people who care deeply about the place that LGBTQ+ Singaporeans call home. The 14th edition of Pink Dot ran last weekend in Hong Lim Park after two years of online-only events.

Clement Tan from Pink Dot SG, shared, “Hong Lim Park may be the only place in Singapore that one can protest without a permit, but our capacity to effect change as individuals doesn’t have to be limited by the boundaries of the park. This project not only celebrates the inspiring words of our participants but captures their spirit of hope, their determined energy, and their hunger for progress. Change can only come through sustained dialogue and action, and we hope this project will spark just that.”

Virtue APAC, which has its regional hub in Singapore and builds brands from inside culture, has already signed up 32 artists and 20 businesses for Words of Change, but are calling on more to join this community initiative.

Nuno Dores, associate creative director at Virtue APAC, commented, “Pink Dot is a landmark event for the LGBTQ+ community and allies who support the belief that everyone deserves the freedom to love. Each year, messages of hope and love are written by participants at the event, but once the event finishes, they all go into storage, never to be seen again. We wanted to give these messages longevity, recognising that issues impacting LGBTQ+ people don’t end once the event or Pride month is over.”

Dores added, “Tapping into Singapore’s vibrant artistic community, we are encouraging all those with a creative flair to reimagine these words as art, with the pieces to be displayed across the island, preserving them and extending the conversation around equality for months to come. Virtue is delighted to be partnering with Pink Dot SG on this important initiative.”

The Words of Change artwork will be live in venues across Singapore from August to September.