ADVERTISING

Spark OUTLine

Spark Pride

Agency: BBDO

Description

Spark and Colenso BBDO have created a new documentary-style video that touches on what it’s like for trans and non-binary people going through the recruitment process. It’s about not only affirming that OUTLine is here to support them, but also that resources for employers seeking to foster more inclusive workplaces are available.
The video is fronted by gender non-conforming performer Gabriel, also known as Princess, who through phone conversations with their mum and potential employers, demonstrates some of the employment challenges that members of the LGBTQIA+ community can face.
A recent report evaluating the health and wellbeing of trans and non-binary people in Aotearoa found that the unemployment rate among this group was more than double the general population, and more than a quarter of respondents reported that they suspect their gender expression or appearance made it harder to get paid work.
However a 2014 study of LGBT strengths suggested that through adversity and life experience, members of the rainbow community tend to develop stronger skills in the areas of social and emotional intelligence, and another study cited resilience as being a strength - skills generally considered valuable in any working environment.

This professional campaign titled 'Spark Pride' was published in New Zealand in February, 2020. It was created for the brands: OUTLine and Spark, by ad agency: BBDO. This Film medium campaign is related to the Electronics, Technology and Public Interest, NGO industries and contains 1 media asset. It was submitted over 2 years ago.

Credits

Advertising Agency: Colenso BBDO, New Zealand
Media Agency: PHD
Director: Abigail Greenwood
Production company: FINCH

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