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Outvertising and All In launch pronoun guide for ad industry

October 16, 2024

Outvertising, the volunteer-run LGBTQIA+ advocacy group and lead organisation in the All In LGBTQIA+ Working Group, is celebrating International Pronoun Day by launching the Pronouns in Adland resource. As part of the industry’s All In Action Plan, led by the Advertising Association, ISBA, and the IPA, the new guide has been designed to help industry organisations create safer and more welcoming environments where people can readily share their pronouns.

Outvertising’s mission is to help the media and advertising industry to become truly LGBTQIA+ inclusive by educating and training the industry to become active allies, and encouraging and assisting brands and their agency partners to create more authentic LGBTQIA+ inclusive work. Pronouns in Adland is the latest in a series of resources produced by Outvertising to help facilitate this mission and give the industry the tools and insight to be more inclusive.

Pronouns in Adland will help organisations on their allyship journey and improve the experience of their talent. Using and celebrating pronouns signals to LGBTQIA+ people that they are accepted and welcome and to non-LGBTQIA+ people that inclusion matters. The guide has been designed to remedy confusion over the usage of pronouns by exploring their importance, unpacking commonly used terms and pronouns associated with gender-identity, and guiding readers on tips to overcome challenging or awkward conversations.

This guide also celebrates several organisations- dentsu, VCCP, the7stars and McCann Worldgroup- that have introduced pronouns into their workplace, sharing their experiences to unpack effective learning for others. This includes the importance of it being led by the CEO, being viewed as a gradual introduction and the start of an ongoing journey of education and training, and forming part of day-to-day, recruitment and retention activities.

“At VCCP we are focused on creating a workplace where everyone feels a true sense of belonging and the ‘Pronouns in Adland’ initiative can help us take a step closer toward this goal. For many, using and respecting pronouns is a simple yet powerful way to self-identify, show allyship and create a culture of inclusivity. I am proud to support this initiative and encourage everyone who wishes to share their pronouns to do so with pride,” said Julian Douglas, CEO at VCCP

“At McCann Worldgroup, we believe that creativity requires workplaces where diversity thrives, and every individual is empowered to be their true self. Using the right pronouns is a fundamental part of our business strategy of conscious inclusion. It is a critical step in recognising the dignity of all our people and fostering an environment in which everyone contributes to the max because they feel seen, heard, and valued. At a time where there is a worrying backlash against DEI policies and behaviours, we are proud at McCann Worldgroup to be reaffirming our commitment to using the right pronouns to show respect and allyship and build a stronger, more inclusive culture,” said Daryl Lee, CEO, McCann Worldgroup

Mark Runacus (he/him), Chair, Outvertising, added: “I’m really proud to see how adland is embracing sharing pronouns in our workplaces. It may seem like a small thing, but it can mean so much, and not just for our queer colleagues. I encourage everyone to download the guide and learn from the case histories we’ve included. Happy pronouns day.”

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