What started with a march in 1987 has continued to grow in momentum as individuals ban together to celebrate coming out as lesbian, gay, bisexual, transgender and queer (LGBTQ) – or as an ally. National Coming Out Day (Oct. 11), created by the Human Rights Campaign, works to promote a safe world for LGBTQ individuals to live truthfully and openly. Now, one brand is harnessing its global platform and network of influencers to spread that message of openness and acceptance far and wide.
This National Coming Out Day, Viacom International Media Networks used its global reach to celebrate and support of the act of "coming out." The campaign, called "Out in 60," invited individuals to share their stories of coming out to the world. The effort kicked off with more than 50 international influencers from diverse backgrounds including musicians, comedians and athletes such as RuPaul, Leona Lewis, Charlie Carver and more, who shared their inspiring and emotional stories through 60-second videos. And to ensure the message reached a massive audience, Viacom enlisted its individual brands of MTV, VH1, Logo, BET, Channel 5 and Comedy Central to promote the videos – not only on television but through each network’s digital and social channels. Viacom also invited consumers to participate by filming and uploading their 60-second stories using the hashtag #OUTIN60 on Facebook, Twitter and Instagram. The culmination was Viacom’s "first ever cross brand on-air and digital campaign."
Seven-in-10 Americans say companies have the obligation to take actions to improve issues that may not be related to their everyday business and nearly two-thirds believe companies should address the issue of LGBTQ rights, specifically. The mandate for companies to address issues that may be beyond their operational footprints becomes increasingly clear – and Viacom has done just that. The media giant rallied its individual brands to spread one unified message loud and clear to the world – creating a safe and inspiring space for LGBTQ individuals to tell their stories.