Even though GLAAD was well known in the nonprofit and LGBTQ+ communities for their long and storied legacy of fighting discrimination, when it came to being recognized in the greater sphere — and within tech in particular — their presence was viturally unrecognized. To build awareness for their latest efforts, we partnered together to see how we could make their objectives a priority in a whole new community.
- Media Relations
As the world's largest lesbian, gay, bisexual, transgender and queer (LGBTQ) media advocacy organization, GLAAD was aiming to fulfill their mission of advancing acceptance for all people by provoking dialogue and shaping the narrative with the launch of the SMSI (Social Media Safety Index) — a first-of-its-kind baseline measurement report to gauge the online safety of LGBTQ+ social media users.
Having little to no relationships in traditional tech media, GLAAD drew on our decades worth of experience, along with our strategic counsel and our natural passion for social impact, to help them break into bigger media spaces and build awareness for their latest initiative.
Knowing the challenge and the target audience, we utilized our media smarts and relationships — obtaining an in-depth story in USA Today with tech reporter Terry Collins. Additionally, our inroads with tech and business media earned GLAAD, and their Social Media Safety Index, highlights on NBC, NPR, and The Information, among others.
Our strategy and successful media relations earned GLAAD new audience awareness, and brought the topic of LGBTQ+ safety to the attention of a whole new community. Not only were we able to help them expand their media reach, but we were able to prove that a successful launch can also be a meaningful and impactful one.
related work
