33 billion reasons to get pronouns right

A bold new advertising campaign calling for more LGBTQIA+ inclusion in the workplace, in business and from brands, will launch today on billboards across the country marking National Inclusion Week (14th–20th September).

The Outvertising brand has been elevated and updated, using a striking palette based on the LGBTQIA+ colours, with a cleaner typeface and headlines to stop people in their tracks. The series of four beautifully designed pro LGBTQIA+ inclusion posters feature slogans that are full of sass and powerful statistics, such as:

33 billion reasons to get our pronouns right. LGBTQIA+ spending power is over £33 Billion in the UK.

She wins, he wins, they win, you win. Gen Z is twice as likely to be queer. They also happen to be your fastest growing audience.

Shantay, we won’t stay. 65% of employees said they would leave if they couldn’t be openly out at work.

Out at work, in it for the long haul. 1 in 5 UK workers wouldn’t work somewhere that doesn’t support LGBTQIA+ employees.

The campaign has been created pro bono by London-based creative agency Hijinks, on behalf of not-for-profit advertising industry advocacy group Outvertising, which aims to drive LGBTQIA+ representation and inclusion in UK advertising and marketing.

Outvertising’s main goal is to encourage businesses, particularly in the advertising and marketing industries, to download its Outvertising Advocacy Playbook, the first-ever comprehensive LGBTQIA+ advocacy resource for the UK advertising sector, created as a guide to empower advocates within brands and agencies to establish equity in the workplace and build it into the work itself.

But ultimately, these stunning posters aim to make LGBTQIA+ inclusion impossible to ignore by demonstrating why visible, authentic representation matters - not just culturally, but commercially. In a world where diversity and inclusion efforts and policies have been stripped back recently on a global level thanks to the political climate, this campaign highlights how inclusion is a positive for businesses.

The work will appear on digital and physical billboards at iconic sites across the UK, from London to Edinburgh, including prominent roadside and transport-hub locations, in partnership with JCDecaux Community Channel and BUILD HOLLYWOOD. The campaign will also be amplified through digital display, courtesy of Haymarket, helping extend its reach during National Inclusion Week.

Tash Beecher (she/her) CEO, Outvertising, said of the new campaign: “Inclusion isn’t a niche consideration - it’s good for brands, people, culture and business. And we’re showing that through this bold and unapologetic celebration of queerness in the very public scale of OOH. The straightforward yet evocative headlines and beautiful graphic design, designed by Hijinks, champion LGBTQIA+ visibility and make the business case for authentic inclusion with class and sass.”

Marc Allenby (he/him), Co-Founder and Chief Creative Officer at Hijinks, and Co-Creative Director at Outvertising, added “Through its graphic vibrancy and cheeky tone it celebrates the joy of queerism - but makes a clear, tangible business case for inclusion. From a personal point of view, and as a queer man, it’s an important piece of communication that reminds brands and businesses alike of the diversity and beauty of humanity, while celebrating both. It’s a great example of how creativity can help convey an important message in a powerful way. I’m incredibly proud to see this work out in the world.”

William Spencer (he/him), Associate Director at JCDeceaux, said: “We are proud to be part of this campaign over National Inclusion Week. Making such a powerful case for representation will hopefully encourage those of us working in the marketing and advertising industries to prioritise inclusion and have a significant impact not only on equity in our workplaces, but also on the work that we do.”