Creating an inclusive multibrand advocacy campaign
When J&J’s Care With Pride initiative asked us to develop a Facebook campaign to openly champion love, equality, and care for LBGTQ people and families — while raising money for partner organizations including PFLAG, Trevor Project, Family Equality Council, and Love Has No Labels — my team and I didn't just jump at the chance; we leapt at it.
And we knew we wanted to create a campaign that made people feel seen. So we paid extra-close attention to diversity in gender, race, age and body type to be able to represent as many different types of LGBTQ people and families as possible.
The selected concept, “Caring Is Connection,” rose to the top of a wide-ranging exploration with several other strong candidates.
The campaign toolkit featured both ready-to-use posts and the building blocks — images and copy direction — to enable Care With Pride’s participating brands to create their own content within the campaign.
The concept was filtered through the lens of each participating brand and its core audience, for a campaign that feels both big and deeply personal.
We created animated versions of several posts to bring the campaign’s messaging to life — and deliver extra thumb-stopping power.
The campaign was a huge success — we increased awareness by 6% (2x higher than the norm for CPG) and favorability by a whopping 11% (more than 5x higher than the CPG average).
Several equity partners not only hailed the campaign as a model for inclusion and diversity, but also cross-posted the creative on their own feeds.