In collaboration with LGBTQ+ voices, the brand aims to celebrate the community’s broad diversity, sending a resounding message that there is “No Wrong Way to Love.”
LGBTQ+ representation in media may have increased in the last decade, especially with the emergence of digital platforms, but has it been truly representative of LGBTQ+ voices?
They still often fall into stereotypes such as the sassy gay best friend or butch lesbian, and these portrayals tend to trivialize the importance of LGBTQ+ representation.
With 21% of Gen Z adults identifying as LGBTQ+, there is an increased call for true representation of LGBTQ+ individuals. As a relentless advocate for love, Cornetto acknowledges the importance of promoting diversity in media and showcasing the uniqueness in everyone’s story.
The brand’s Pride campaign aims to address the narrow representation and portrayal of LGBTQ+ relationships in media and entertainment, to advance acceptance, equity and inclusion. In a short film brought to life by LGBTQ+ advocate and director, Boon Kiaoruenrom, the brand sheds light on the constant surroundings that communicate societal expectations and ideals around love, provoking audiences to realize and consider the uniqueness of LGBTQ+ love while supporting people in being their authentic selves.
Director Boon Kiaoruenrom, said, “Till today, there is still a lot of miscommunication in the media about LGBTQ+ love. This project has been incredibly important to me as someone who has felt this in my own life as a member of the LGBTQ+ community. As content creators and storytellers, we can work together to challenge expectations and create a more representative, diverse and inclusive narrative that makes space for all kinds of relationships and ways that people express their love to one another.”
Partnering in Support of the LGBTQ+ Community
Cornetto will kick-start its Pride campaign through a collaboration with local LGBTQ+ and Ally Tiktok Content Creators to encourage their audiences to celebrate and support the important causes of the community. To bring it to life, the Brand is also partnering with Metro Manila Pride Organization for this year’s Pride March, celebrating amongst over 30,000 LGBTQ+ advocates, key opinion leaders, and allies this June 24.
In the upcoming months, Cornetto will be donating part of its Cornetto Pride proceeds towards student LGBTQ+ organizations, working hand-in-hand with the youth of today to drive awareness regarding the LGBTQ+ community within campuses. More details of the collaboration will be released soon.
“Cornetto has always been a brand that champions love, encouraging the lovestruck to express their genuine feelings. We’re proud to be working together with the LGBTQ+ community to inspire today’s generation to accept love in all forms,” said Earl Keh, Selecta Ice Cream Philippines Lead. “As we look forward to providing platforms to amplify the voices of the wider LGBTQ+ community, we will continue to be supportive of the stories within our own Unilever proUd network.” This global employee network is a resource group led by LGBTQ+ employees and allies, providing peer-to-peer support and opportunities to contribute to inclusive and equitable workplace policies.
The brand’s parent company, Unilever, has industry-leading and progressive policies such as recognition of same-sex partners for health benefits, parental leaves that consider LGBTQ+ needs, and the ‘UnStereotype’ philosophy that ensures employees are trained in principles that uphold diversity, equity, and inclusion in its initiatives.
Earl added, “Our unwavering commitment to love is built on our aspiration to help create a society where everyone celebrates their truest selves. We believe there is ‘No Wrong Way to Start’ when it comes to creating your own love story.”
To learn more about how Cornetto is celebrating LGBTQ+ love stories and if you are interested in sharing your LGBTQ+ love story, visit Selecta Cornetto’s [Facebook] and [Instagram]. #CornettoPride
ADVT.
