In a partnership with the Association of National Advertisers (ANA) and its Alliance for Inclusive and Multicultural Marketing (AIMM), OAAA and the OOH industry are participating in a movement designed to create sustainable change in brand marketing by calling for proper inclusion.
Major media and marketing executives are calling for accurate representation of all inclusive segments in ads and programming.
According to the U.S. Census 42 percent of the population self-identifies as “multicultural”: African-American; Hispanic; Asian; Disabled or LGBTQ+, yet AIMM’s Multicultural Benchmark Study shows that only 16 percent of marketers imbue their outreach with cultural insights aimed at these audiences; leaving them uninterested, unengaged and believing the brand “is not for me.”
The movement, called #SeeAll, launched today at 830 am in Times Square, with dozens of digital billboards and screens featuring the #SeeAll call to action for exactly 90 seconds.
Major advertiser, agency, and association CEOs and CMOs, including OAAA’s new president and CEO Anna Bager, signed an open letter published in The New York Times and AdWeek, urging the ad and marketing community to embrace diversity.
Gilbert Davila, co-founder of AIMM said, “#SeeALL is not a campaign. It is a movement. Using the voice and reach of brand advertising is a powerful tool to accurately reflect consumers daily lives. And when brands allow cultural insights to drive creative and strategy, the outcome is inclusive messaging and it’s a win for the bottom line and for society.”
The advertising industry is urged to support this movement with social media posts using the #SeeAll hashtag.
To learn more, please visit SeeAll.org.