Herbal Essences PRIDE

The Situation

P&G is once again participating in Cincinati PRIDE Parade and wants to make meaningful impact.

What We Need to Know

The purpose of PRIDE goes beyond celebration. It provides visibility to the LGBT community with the intention of normalization. Building on that, Herbal Essences can become a champion and advocate to further social acceptances for the LGBT community.

With a tagline of Let Life In, brand values of Freedom and Fearless Authenticity and a brand charcater of optimism, energectic free-spiritedness Herbal Essence Bio Renew aligns perfectly with PRIDE's tone.

Cultural Tension

• 50% of all kids are bullied, but that rate jumps to 90% among LGBT kids.
• 58% of LGBT americans say they have been the target of slurs or derogatory jokes.
• 1 in 4 have recieved poor service in a place of business.
• 1 in 3 LGBT people have been rejected by a close friend or family member
• Only 56% have come out to their moms, and only 39% have come out to their dads.

Human Truth

When you announce you are a apart of the LGBTQIA community it often becomes the only attribute associated with you.

Creative Challenge

Encourage everyone to appreciate all the qualities that makes them, them.