LGBTQ marketing
The LGBTQ market comprises a group of customers who buy goods and services from a broad range of companies across industry segments and in many countries.
Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and extending domestic partnership benefits to its LGBTQ employees.
[2] Major ad categories include travel, financial services, alcoholic beverages, automotive, entertainment, hair and skincare, luxury goods, pharmaceuticals, and fashion.
[6] In August 2006, Time magazine carried a Business article on growing interest amongst brand name advertisers in Europe to target LGBTQ customers.
[2] Social media plays an incredibly important part in an LGBTQ youth's life, with Amy Adele Hassinoff stating that "a variety of studies of gay, lesbian, transgender and queer youth indicate that the internet provides an important way to connect with communities and romantic partners, find information, and gain confidence" (Hasinoff, 2012[9]).
The overall goal of the campaign was to reduce the transmission of HIV in New Zealand amongst gay and bisexual men, as these were the groups that were identified as the highest at risk (Clayton-Brown, 2015[11]).
The idea behind it was to hold a large scale music event with artists that were very attractive to the target audience, (LGBTQ aged 13–25), where the only way to receive a ticket was to take a simple HIV test.
A large factor of this success is that today's youth experience a new phenomenon that has been labeled 'FOMO', or fear of missing out, as a result of social media which meant more and more of the target audience were getting tested just to attend this event (Przybylski et al., 2013[16]).
This campaign's success was unprecedented due to the heavy online social media presence of the youth, spreading this event through word of mouth.
The boycott was initiated by labor unions to protest the company's antagonistic practices, and was later joined by African Americans, Mexicans, and the LGBTQ community.
[17] The LGBTQ community joined to protest Coors' hiring practices – polygraph tests were often required, during which the prospective employee was asked about their sexual orientation.
Coors ignored the boycott for several years, but made some concessions in 1978, and in 1995 began several countermeasures, including dropping the questions regarding homosexuality and extending domestic partnership benefits to its LGBTQ employees.
Break Up, an LGBT+ focused anti-smoking campaign, was met with mixed results; while a study following its implementation indicated helpline usage had increased, cessation attempts had not.
