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THE CAMPAIGN

LAUREN CLARK

THE SITUATION- CAMPAIGN INSPIRATION.  

1st draft of the campaign situation

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EDITED CAMPAIGN INSPIRATION

 

Over the past decade the prominence of the LGBTQ+ community within global media has risen, along with worldwide entertainment concerning the diversity issue appealing to wider audiences that includes both homosexuals and heterosexuals. Therefore, the media still obtains a large impact upon the lives of individuals in the LGBTQ+ community due to the media becoming an important component within the social lives in society (C. Gomillion & Giuliano. t, 2011). However, there are still negative stereotypes that surround the LGBTQ+ community as sexuality is commonly used as an easy method to assume and determine someones behaviour and personality traits which leaves many individuals within mainstream society struggling to keep an open mind when reading about the LGBTQ+ community within the media which results with negative stereotyping being spread further along with many myths and inaccuracies regarding this particular culture.  

 

Examples of such stereotyping can be seen globally and include a checklist that was produced recently in Malaysia with the purpose of making it easier to ‘identify’ homosexual individuals, particularly gay men, much of which relied on negative stereotyping such as a love of branded clothing and desire for a certain body type (Ellis-Petersen ,2018). The occurrence of such checklists may have been by research carried out at Charles university which concluded that homosexual men were more likely to portray certain aesthetic attributes (certain head shape, jaw definition etc) which could be seen as more stereotypically feminine (Harten, 2018). 

 

However, with the current trends for male grooming and a love for designer fashion items apparent with todays more progressive and accepting society the majority of western men would be identified as being homosexual if we followed stereotypes like this due to research showing that more western men are worried about their body shape and appearance (Campbell. D, 2012). Also, in regard to particular parts of the world that do not yet accept the LGBTQ+ community and forbid same sex marriages it is argued that this sort of media may put many lives at risk due to the consequences of breaking the rules especially in parts of America, Asia and Africa where the community is forbidden (Ellis-Petersen. h, 2018). 

 

Overall, the reality of this diversity issue is that members of the LGBTQ+ community are just as varied and diverse as those who identify as straight, with their beliefs and values all being broadly different. Yet one thing that sets the LGBTQ+ community apart is their belief in fighting against negative stereotyping and aiming to create a society that is more diverse and accepting towards their culture. Whilst it is believed that it is only human nature to label things in order to make sense of the world around us and that some stereotyping is instigated innocently through genuine outside observation it is largely believed that the LGBTQ+ community are deeply impacted by negative stereotypes that have been the result of previous, less accepting generations that believed sexuality was a choice rather than todays generations which arguably see sexuality as a deep-rooted part of who a person is from birth which will dictate who they are attracted to (Bgiok, 2016) 

 

Therefore this campaign outlines the current social issue that homosexual individuals are believed think, look and act the same when in reality that is invalid, this will be done by bringing a handful of individuals from the LGBTQ+ community together to show their difference in personality, appearance and beliefs to result within fighting against the negative stereotypes and showing that they are impossible to follow due to the wide range of difference within the community.  

 

 

'how to spot a gay' checklist published by newspaper. (2012) attitude.co.uk. [online] [accessed on 10 april 2018] https://attitude.co.uk/article/how-to-spot-a-gay-checklist-published-by-newspaper-1/17077/. 

 

ellis-petersen, h. (2018) malaysian newspaper publishes 'how to spot a gay' checklist. the guardian. [online] [accessed on 10 april 2018] https://www.theguardian.com/world/2018/feb/12/malaysian-newspaper-sinar-harian-publishes-how-to-spot-a-gay-lgbt-checklist. 

 

harten, d. (2018) can you tell someone’s gay just by looking at them?. omgfacts. [online] [accessed on 10 april 2018] https://omgfacts.com/can-you-tell-someones-gay-just-by-looking-at-them/. 

 

 c. gomillion, s. and giuliano, t. (2011) [online] [accessed on 10 april 2018] https://www.tandfonline.com/doi/full/10.1080/00918369.2011.546729. 

 

being gay is okay: myths and stereotypes. (2016) bgiok.org.uk. [online] [accessed on 10 april 2018] http://www.bgiok.org.uk/being_gay/myths.html. 

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Campbell, D. (2018) Body image concerns more men than women, research finds. the Guardian. [Online] [Accessed on 18 April 2018] https://www.theguardian.com/lifeandstyle/2012/jan/06/body-image-concerns-men-more-than-women.

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Research - Click Slide show to View all slides. 

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L'Oréal Campaign
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Dressmann Diversity Campaign
The All Women Project
The All Women Project
Dove Campaign

IDEAS

  • Split screen effect, several different videos playing at the same time that blends into the LGBT flag colours, to be shown on social media platforms and at the introduction of the video. 

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  • All interviewees/ models within the campaign will all be asked the same series of questions for example “What does it mean to you to be part of a global change within the industry?” also “What does diversity and equality mean to you”

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  • Interviewees will all be asked to repeat the same paragraph, this will be used to create a togetherness effect though overlapping and joining sentences together. 

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  • To ask the general public or interviews who cannot attend the campaign shoot to record themselves as a selfie effect saying XYZ’s hashtag EG: “I am X Y and Z. This will produce a more diverse video though a usage of different media and methods to capture footage. 

 

  • Including screen grabs from the media concerning the issue and why it needs to change, to show our brand message and why people should read our magazine 

Overall this campaign will be filmed within a large mirrored room to create a mixture of backdrops and different scenery, props such as chairs and signs will be used to produce an informal, behind the scenes setting throughout the campaign. Models will be asked to pose as if they where being photographed to create a natural unedited approach, these particular models are current members of the LGBT community who would like to voice their opinion. The models that have been selected to participate within this campaign are all completely different through age, appearance and beliefs, however beautiful in their own way, in addition to being part of the X, Y and Z generations which fits in with the brands marketing approach. The campaign video will be displayed with a split screen effect that will show a collage of different footage, as well as all this participants will be interviewed with the same set of questions to allow the campaign to be natural and unedited, through showing real opinions an voices from members of the LGBT community who are addressing the current issues within society and believe in diversity for all. Finally, all models/participants will be asked to repeat the same catch phrase/paragraph, this footage will be edited to show overlapping of sentences by different individuals, to result in showcasing togetherness and teamwork. 

PLAN

Location  - MMU Students union, Meeting room 8 and dance studio.
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Models    - Members of the LGBTQ+ community where contacted to take part in the campaign, 6                                                                 models of all ages and genders where invited, the models that have been contacted are...  
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Screenshot 2018-04-20 14.37.07
Screenshot 2018-04-20 14.36.58
Screenshot 2018-04-20 14.37.17
Maya
Billy
Beth
Vandell
Josh
Jessica

Protest Signs where created to be used within the campaign photoshoot and video footage. Along with a set of questions where carefully constructed to ask the individuals that are taking part, these questions address many issues within the LGBTQ+ community and will therefore provide real unedited answers to gain an understanding of opinions from actual members of the Gay community.

All participants that where showcased within the campaign video where asked to repeat the same statement word for word, this will create an inspiring and motivating video campaign that was inspired by Lor'eal

Participants who has taken part where asked short personal questions about themselves, click below to view the answers. 

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CAMPAIGN IMAGES

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Overall, the campaign went successfully well however 2 models could not attend and dropped out last minute, therefore one of our group members William had to step in and take part.  

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