![]() As an entrepreneur and owner of a communications bureau I understand this completely but I also think companies should be serious about diversity and acceptance and tell the world they are. Unfortunately most of their campaigns are primarily focused on promoting the name and image of the company and increasing turnover. Many companies are latching on to Gay Pride to show they’re absolutely fine with homosexuality. My first reaction on seeing the Hema pride t-shirts (sausage heart sausage, tompouce heart tompouce) was: how nice, and what a fantastic idea! Here we have two intensely Dutch iconic Hema products used in a brilliant marketing campaign for EuroPride 2016, with the added bonus that the profits are going to the Gay-Straight Alliance, an organisation of students and teachers who want their school to be a safe place for everyone. But actually having gay-friendly policies in place is much more important. It’s easy for companies to show a gay-friendly face. ![]() And let’s not forget those amusing sausage and tompouce t-shirts from the Hema. There’s funny puns like Power to Joohoo! (Vodafone) and AH to gay (Albert Heijn), and a tasty gaybar in a rainbow wrapping (Tony’s Chocolonely). But let’s have some really gay-friendly policies on the workfloor, says Joep van Zijl, head of The News Makers. The Gay Pride festival is used by many companies to promote their products.
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