Objectives

General Motors’ vision is to be “the most inclusive company in the world”.  GM’s brand Chevrolet sought to enable the safe and honest conversations essential to making progress a reality in the fight for LGBTQ+ equality.

Campaign Objectives:

1.  Raise awareness and start conversations about significant issues LGBTQ face that do not get the attention they deserve.

2. Profile real LGBTQ who have experienced the issue, found a solution, and are now helping others.

3.  Support organizations and people who are making a difference and impacting change in the community.

4. Support LGBTQ owned media and the important work they do.

Q.Digital, the Certified LGBTQ-owned publisher of top LGBTQ media brands including LGBTQ Nation, Queerty, INTO and GayCities, works to create a world where LGBTQ are free to be themselves and live their life to the fullest.  

In researching vital issues within the LGBTQ commnity for this campaign, key insights were discovered.  

• 63% of LGBTQ Millennials want to start a family of their own, but only 27 states + DC prohibit discrimination against LGBTQ people in the context of adoption.  
• While some leagues have many out athletes and the Olympics boast record number each year, only 4 out athletes have played in season in male major leagues.
• There are 238,000 queer people incarcerated in the US, and black transgender women are 10x more likely to be incarcerated, which is staggering.

Q.Digital and Chevrolet partnered to shine a light on vital LGBTQ issues through intimate conversations, in-depth profiles, and first-hand stories from within our community.

Strategy and Execution

"LGBTQ Nation's Authentic Voices of Pride, presented by Chevrolet" is a multi-topic, multi-year program that address key issues and sparks important conversations.  Launched in Sept 2021, 7 topics have been profiled:  LGBTQ Families, Social Justice Reform, Inclusion in Sports, LGBTQ Youth Homelessness, Raising LGBTQ Kids, Young LGBTQ Leaders, and Drag as Activism.

Each topic flight includes a Q.Digital produced 10-minute long-form documentary-style video that profiles real LGBTQ who are impacted by the issue, interviews experts and notable people, and showcases organizations that are bringing the solution and working to create change.  The videos in long form and cut downs are shared on Q.Digital's social media including Facebook, Instagram and YouTube.  LGBTQ Nation also creates long form editorial about the facts of the issue, and the people afftected, which are shared on Q.Digital social feeds on Facebook, Instagram, and Twitter.  Each topic is paired with a chairty, and the audience is encouraged to donate with a special link with Chevrolet providing a matching donation (Family Equality, Black Queer Town Hall, Athlete Ally, Ruth Ellis Center, Lambda Legal, PFLAG).

To create the immense scale of the program, Carat brought together the LGBTQ owned media company Q.Digital with the influencer marketing platform Linqia for a unique collaboration.  With Linqia and Q.Digital working together to idneitfy and secure high profile LGBTQ leaders, "Authentic Voices of Pride" hosted interivews with Jason Collins (NBA), Busy Phillips (actress) Wanda Sykes (TV, film), Lance Bass (singer), Bob the Drag Queen (RuPaul Drag Race), Ashlyn Harris (National Women’s Soccer League), Latrice Royall (RuPaul Drag Race), Jessie Paege (influencer) Stacey Stevenson (Family Equality Council), Tyler Oakley and others.  Linqia secured dozens of micro-inflencers who shared personal accounts of the issue being profiled, and Q.Digital amplified those posts with editorial that was also shared on social media.

"LGBTQ Nation's Authentic Voices of Pride, presented by Chevrolet"

• 7 LGBTQ Topics 

• 7 Long Form Docu-Style Video with Short Form Cut Down

• Dozens of interviews with real LGBTQ facing issues

• Shared as organic posts on LGBTQ media social extensions

• Mega and Micro Influencers sharing perspective, incorporated into content and sharing videos on their feeds

Culiminteing in pride month in June 2022, "LGBTQ Nation's Authentic Voices of Pride, presented by Chevrolet" partnered with the LGBTQ film festival in NYC "NewFest Pride" to host a in-person screening and panel discussion that included Bob the Drag Queen, Marti G Cummings and host Alex Burg.  Q.Digital filmed the event and shared the video on LGBTQ Nation's Facebook and Instagram.  

Results

MATCHING DONATIONS RAISED FOR CHARITIES DRIVING THE SOLUTION:  Over $231,000 raised so far and counting!  Individual contributions from over 330 people.

ENORMOUS SCALE OF ISSUE ORIENTED DOCUMENTARY VIDEO CONTENT ON LGBTQ ISSUES IN LGBTQ MEDIA:  17.9 Million video views of long and short form video content across site and social, including 3.9 Million completed video views.  

ORGANIC SOCIAL INFLUENCER AMPLIFICATION:  24+ social influencers amplifying messages about the important topics. 80.4M impressions, 96K engagements, 204K clicks and 4.4M video plays.

CHEVROLET BRAND LIFT:  +9 point lift in “Perception as an Advocate for Social Change” and “Brand Favorability”  • +19 point lift in unaided brand awareness

CHEVROLET BRAND LIFT on perception on LGBTQ issues, particularly with LGBTQ.

• + 28 “Chevrolet is an Ally of the LGBTQ community for supporting LGBTQ issues” (7 higher LGBTQ over Ally's)
• + 26 “I like Chevrolet more knowing that Chevrolet supports LGBTQ-Owned Media to discuss important LGBTQ topics” (4 points higher LGBTQ over Ally’s)
• +21 “I like Chevrolet more knowing that Chevrolet helps amplify LGBTQ voices.” (1 point higher LGBTQ over Ally’s)

BRAND ELEVATION:  36.37% of NewFest attendees said their pecerption of the Chevrolet brand had changed and they were now more interested in the brand. 

EARNED MEDIA:  Coverage in Automotive News and content nominated by GLAAD Media Awards

Media