Switchboard – one of the UK’s most established LGBTQIA+ charities – does fantastic work supporting the community.
Our client, Superdrug, strongly supports LGBTQIA+ rights and values. Heading towards its fifth anniversary supporting Switchboard, Superdrug (in collaboration with Unilever) wanted an experience to shout about its allyship and partnership with this worthy charity.
The challenge was to ensure we represented all people from the community with a platform for them to share their stories as part of the pre-existing #unitedwestand campaign.
We gathered valuable insights from the LGBTQIA+ community - what they care about, what they don’t, and how they want brands to communicate their genuine compassion surrounding LGBTQIA+ issues. For example, we found that 49% of the community thought it was important for brands to get involved in the right conversations, and 79% “like brands that are willing to get involved in social issues.”
Then, we pinpointed the key areas that the LGBTQIA+ community were looking for when brands help raise awareness of causes close to their hearts. Superdrug and Unilever wanted to show solidarity with Switchboard to help raise even more awareness than in previous years.
Our strategy was “United We Stand” – a social media and influencer campaign, spanning beauty lovers and everyone in the community: Drag Queens and performers to artists and activists.
We curated a database of over 100 influencers from the community from all backgrounds, races and abilities.
They were then sent a Pride celebration package including products from the Superdrug own-brand range, Unilever products including Lynx, Vaseline and Simple, and products from other supporting brands: E.L.F., Eylure, Sally Hansen and Durex.
The carefully selected influencers were asked to help show the world what Pride meant to them alongside the #unitedwestand message. We gave the creators free rein to showcase their content however they wanted. All we asked was that their message came from a genuine place – all supported and celebrated by Superdrug and Unilever.
A key component was sharing the Switchboard helpline number so that social media was flooded with information to highlight where the community could get support.
Playful content showing off dazzling Pride looks poured in from the creators, drawing attention to Superdrug and Switchboard with fabulous social engagement.