The CARE WITH PRIDE® initiative, led by Kenvue brands like Neutrogena, Tylenol, and Listerine, and executed by LGBTQIA+ owned agency Target 10, is dedicated to promoting equality, inclusivity, care, and representation for the LGBTQIA+ community. This initiative aims to amplify diverse voices and organizations that represent LGBTQIA+ communities while expressing consistent support throughout the year. Aligning with Kenvue's mission, CARE WITH PRIDE® focuses on enhancing the mental and physical availability of its brands among LGBTQIA+ and allied consumers.
The initiative is structured around three core pillars: communication, activation, and advocacy. Communication efforts prioritize elevating LGBTQIA+ voices for ongoing and impactful representation. Activation involves showcasing brand and employee support through partnerships with retailers and community engagement. Advocacy focuses on supporting strategic non-profit partners that advance LGBTQIA+ rights and well-being on a global scale.
Last year, a significant element of the initiative was a media partnership with the Gen Z-oriented platform Jubilee. This collaboration used LGBTQIA+ influencers to tell individualized stories, fostering authentic representation and combating the marginalization of identities such as LGBTQ+ people of color and those with trans and nonbinary identities.
By integrating comprehensive research and culturally intelligent strategies, CARE WITH PRIDE® ensures that marketing efforts genuinely reflect the community's diversity. The initiative’s promise is to provide everyday care for everyone, as seen in its ongoing support for organizations like Family Equality. This approach not only strengthens the brand's commitment to inclusivity but also sets a powerful example for others, demonstrating the transformative impact of inclusive marketing.
Powered by Kenvue brands and executed by LGBTQIA+-owned Target 10, CARE WITH PRIDE® was designed to elevate LGBTQIA+ voices and foster meaningful community relationships. The 2023 initiative focused on combining strategic event activation with a media partnership to create a powerful platform for diverse representation and engagement.
Strategy
The core strategy behind the CARE WITH PRIDE® initiative was to utilize a multifaceted approach, integrating event activation, media partnerships, and content development. This comprehensive strategy was aimed at raising visibility for LGBTQIA+ voices and ensuring continuous support for the community throughout the year. The initiative was also aligned with Kenvue’s broader mission of enhancing the mental and physical availability of its brands among LGBTQIA+ and allied consumers.
Key strategic goals included:
Execution
The execution of the CARE WITH PRIDE® initiative was a testament to the power of collaboration and community engagement. A standout example was the LA Impact fundraising event held on October 14, 2023, at the historic Citizen News venue in Hollywood. This event was a central component of the initiative’s execution, bringing together over 300 guests, including leaders from top LGBTQIA+ organizations and Kenvue representatives, to support Family Equality’s work.
Event Activation and Community Engagement: The LA Impact event provided a unique opportunity to unite key stakeholders integral to CARE WITH PRIDE®. Leaders from organizations such as The Okra Project, The Newark LGBTQ Community Center, and Trans Chorus of LA were invited to share their insights and experiences. This gathering fostered a sense of community and collaboration among mission-driven voices, highlighting their diverse experiences within the LGBTQIA+ community.
The event was not just about fundraising; it was about creating a platform where LGBTQIA+ voices could be heard and celebrated. By raising over $375,000, the event demonstrated the initiative’s ability to mobilize resources and support for organizations that work tirelessly to secure freedom and equality for LGBTQIA+ families.
Media Partnership and Content Development: To complement the event, the CARE WITH PRIDE® initiative strategically partnered with media platforms to amplify LGBTQIA+ voices. The collaboration with Gen Z-oriented platform Jubilee was particularly impactful, leveraging the influence of LGBTQIA+ key opinion leaders to foster individualized storytelling and authentic representation. This media partnership not only enhanced the visibility of the initiative but also created meaningful connections within the community.
Conclusion
The CARE WITH PRIDE® initiative exemplified the transformative power of inclusive marketing. By strategically combining event activation, media partnership, and content development, the initiative successfully elevated LGBTQIA+ voices and fostered lasting community relationships. This approach not only reinforced Kenvue’s commitment to inclusivity but also set a powerful example for others, highlighting the importance of visibility and representation in all facets of society.
The CARE WITH PRIDE® initiative, driven by Kenvue brands and executed by Target 10, strategically combined event activation, media partnerships, and content creation to elevate LGBTQIA+ voices and foster community relationships.
Event Activation and community engagement: A key highlight of the initiative was the LA Impact fundraising event on October 14, 2023, held at the historic Citizen News venue in Hollywood. This event brought together over 300 guests, including leaders from top LGBTQIA+ organizations and Kenvue representatives, successfully raising over $375,000 for Family Equality. The event facilitated collaboration among organizations such as The Okra Project, The Newark LGBTQ Community Center, and Trans Chorus of LA, promoting unity and diverse representation within the LGBTQIA+ community.
Media partnership and content development: The initiative also focused on media partnerships, collaborating with platforms like Jubilee to leverage the influence of LGBTQIA+ key opinion leaders. The campaign achieved significant success, with total impressions reaching approximately 5.3 million (exceeding the goal of 3 million), total views around 480,000 (surpassing the goal of 350,000), and total engagements nearing 20,000 (outperforming the goal of 15,000).
By combining impactful event activation with strong media partnerships, CARE WITH PRIDE® not only reinforced Kenvue's commitment to inclusivity but also demonstrated the power of strategic initiatives in creating lasting, positive change within the LGBTQIA+ community.
