As June is LGBT Pride Month and the World Cup is about to kick off in Brazil, YouTube's new Proud to Play campaign couldn't be more timely. The recently released video honors LGBT athletes and promotes for equality.
Quite a change from mood surrounding the Sochi olympics, the Proud to Play campaign encourages people to create an 'inclusive playing field for everyone' so people can play the game they love and be who they are. The inspirational video shows clips of other popular YouTube videos celebrating athletes in the LGBT community including Tom Daly, Jason Collins and Michael Sam. A speech from Nelson Mandela on the uniting power of sport is also included.
The FIFA World Cup 2014 begins on June 12, while World Pride takes place in Toronto, Canada starting June 20.
Athletic Equality Campaigns
The Proud to Play Video Honors LGBT Athletes as the World Cup Comes Up
Trend Themes
1. LGBT+ Inclusivity in Athletics - The promotion of inclusivity for LGBT+ individuals in the world of sports creates opportunities for new events and collaborations, and emphasizes the prevalence and integrity of the LGBT+ community in all fields and industries.
2. Online Social Campaigning for Equality - The success of the Proud to Play video and other social media campaigns like it demonstrates the potential for online platforms to encourage global conversations and activism, and to create a space for minority voices to gain traction.
3. Brands Taking a Stand on Social Issues - The Proud to Play campaign exemplifies the trend of businesses aligning with social movements and taking a stance on pressing issues, which can increase brand loyalty and recognition amongst younger and more socially aware demographics.
Industry Implications
1. Sports and Athletics - The Proud to Play campaign offers a disruptive opportunity for the sports and athletics industry to create a more inclusive and open playing field for LGBT+ athletes, and to cater to new markets that align with values of social justice and equality.
2. Advertising and Marketing - The growing trend of advocacy and inclusivity in advertising provides opportunities for marketing firms to harness a sense of social responsibility and engage global audiences in conversations around acceptance and diversity.
3. Entertainment and Media - Campaigns like the Proud to Play video emphasize the importance of media representation for marginalized groups, and provide opportunities for the entertainment and media industries to invest in diverse and meaningful storytelling that resonates with a wider audience.