dentsu is marking the successful launch of its LGBTQ+ Pride solidarity campaign ‘dentsu and Friends’ in London, now in its fourth year. Kicking off at the start of June, the campaign was devised by dentsu in collaboration with Co-op, Holland & Barrett, Santander, Mastercard, Wickes, and more, to stand against the hate faced by the LGBTQ+ community.
Dentsu has secured advertising space with OOH leader JCDecaux to feature the ‘dentsu & Friends’ pride flag on billboards across the UK. The design is now on display throughout London, for an estimated 10 million people to see. Brands taking a stand alongside dentsu are represented via the rainbow stripes on the flag.
The campaign reminds people that Pride was always a protest. Despite progress in recent years, hate crimes based on sexual orientation in the UK remain a prevalent issue, with 24,102 offences committed in 2022 – 2023, a GOV.UK report has found. The Pride solidarity campaign is committed to acknowledging, and raising awareness for, the many obstacles faced by the LGBTQ+ community, especially for trans men and women, and those who identify as non-binary.
It is also part of dentsu’s continued commitment to create an inclusive culture where people can thrive. Dentsu continues to make meaningful progress towards diversity, equity and inclusion for its people, clients and partners alike. Recent initiatives include:
- LGBTQ+ charity Stonewall continues to recognise dentsu as the only agency on its Top 100 Employers list for the LGBTQ+ community, awarding dentsu with a gold award for its efforts towards trans inclusion for the second year running in 2023.
- Dentsu Proud ERG Community – dentsu offers an active employee resource group dedicated to LGBTQ+ employees. The group is committed to fostering a culture of open support and communication and dedicated to ensuring that DEI initiatives are actionable, not an afterthought or checkbox exercise.
- Visible Voices – dentsu EMEA has created a Visible Voices series that celebrates the LGBTQ+ community by making their voices visible and their stories heard. The short film follows the lives of four dentsu people from the LGBTQ+ community and the challenges they face navigating the political and societal landscapes of today. The initiative attracted 800 internal participants and over 73,000 external views.
- LGBTQ+ pay gap report – dentsu’s yearly UK Pay Gap Report aims to identify existing discrepancies in pay for LGBTQ+ employees, to ensure transparency and hold the company accountable to progress.
- 2023 Fertility Policy – Last year, dentsu introduced its Fertility Policy, offering up to two weeks’ leave and enhanced fertility services covered by private medical insurance. Available to all employees, the policy supports personal and family goals, accommodating diverse relationships.
Libby Darley, Head of Planning at iProspect and Co-Chair of dentsu Proud, comments: “It’s been an absolute honour to work on the dentsu and Friends campaign this year. As a gay woman it means a huge amount to me that our place of work, as well as our clients, recognise the importance of standing in solidarity with the LGBTQ+ community. This is one of those moments at work that really deserve to be celebrated. The work we have done this year is vitally important, and we look forward to working on equally ambitious and exciting projects for dentsu Proud in years to come.”
Melissa Sterling, Head of Wellness and Belonging at Holland & Barrett, says: “At H&B, wellness and belonging are fundamental to our business and to our colleagues. We believe in the power of inclusivity and celebrating diversity in all its forms. We’re very proud to be a part of the dentsu & Friends campaign and unite with partners and industry in support of Pride, and in support for the LGBTQ+ community, as we all work to create a more inclusive future for everyone.”
Pauline Miller, Chief Equity Officer EMEA, dentsu, comments: “A better future is what we are striving for at dentsu – for and with our clients, our people, and through the communities we work with across the UK. There is still progress to be made, but we are proud of the steps we have already undertaken to foster a work environment that embraces inclusivity. Dentsu continues to advocate for LGBTQ+ inclusion internally, and lead by example when it comes to delivering on our ‘Sanpo Yoshi’ principle – achieving good for business, people and society. This is an opportunity to reflect on how we can continue to make real change in future, working towards safer and more inclusive communities for all.”
