LGBTQIA+ Supporting Artists Campaign
The Mission:
Create a Safe Space for Queer Voices in the South
During unprecedented times in our country, this campaign was rooted in the emotions and stories of my community. I wanted to find a way to make people feel more uplifted and supported in their community, away from the fears of the surrounding world. A reminder that every existence is valid.
The message doesn't just stop at ice cream. Within this campaign pitch, Ben & Jerry's would be able to uplift local queer artists in smaller towns across America in order to build community bonds. Aligning with the message of Peace, Love, and Ice Cream, this campaign highlights the current issues in the world and how Ben and Jerry's has the capacity to make a difference.
Positioning
Rather than focusing only on broad ideas of queer pride, the Ben & Jerry’s LGBTQIA+ Supporting Artist campaign highlights the work and voices of smaller queer communities across America to help build a stronger sense of connection nationwide. Grounded in current queer safety statistics, the campaign also aims to create spaces where the community can feel seen, supported, and safe.
Brand Opportunity
Ben & Jerry’s is a brand founded around peace and political change for the betterment of the world, with full support towards LGBTQIA+ communities.
With the current legislation and “rainbow-washing” as well as many brands pulling out from supporting LGBTQ+ rights, Ben & Jerry’s has the ability to counter by create safety and joy for queer identities.
Core Insight
Queer people are scared of the world right now
But you are not alone, community is all around you.
Key Message
Ben & Jerry’s is not just about ice cream, it’s a place where everyone should feel comfortable and able to express themselves and their identity.
The Concept:
Different LGBTQIA+ identities across America will have a chance to submit their art to be a part of the campaign. From there, various different artists would be selected by the creative team to have their pieces be wrapped on pints of iconic Ben & Jerry’s flavors.
Design Examples
The designs will follow Ben & Jerry’s current pint design principles but each illustration will be made to wrap fully around the package seamlessly. Each artist will have their name on the leftmost side of the scoop shown with typography color principles following both the ice cream flavor and the illustration itself.
AR Gallery Experience
Bringing the love to you.
Sometimes safety means staying within your comforts, and Ben & Jerry’s acknowledges this. That’s why on every pint, a QR code will exist for users to scan and enjoy seeing their pint’s artwork within the comforts of their homes.
Want to test the experience yourself? Scan the QR code!
Marketing
Utilizing Ben & Jerry’s current marketing techniques on social media, the campaign would be pushed through all of their channels to the intended audience.
Target Audience
The audience for this project is struggling LGBTQIA+ people who want to feel seen. They might be small artists in rural towns, or exist within large cities, but each one feels in tune with themselves and are looking to learn and engage more with their community. They are fun loving, enjoy the arts, and want to feel actually supported by the brands they love. Young and old, they are fearful for the world’s state and seek meaningful escapism into safe communities.
Primary Marketing Channels
Social Media: Instagram, TikTok, Snapchat, Facebook | OOH channels in larger cities. Ads will also exist nationwide within distance of Ben & Jerry’s locations.
KPIs: Outreach, Improved brand reputation, Behavior change
Interested in reading the full pitch packet? It’s currently still in development, so stay tuned!
I want to give a special shoutout to everyone who has supported me through the creation of this project.
To all of my friends and family, you are both my beacon and my lighthouse. Thank you for always being my support system and loving me unconditionally
And to younger me and everyone else reading this:
Be yourself and don’t let anyone change that.