New GLAAD Program “The Visibility Project” Launched

Just in time for Pride Month, a new GLAAD program dedicated to expanding accurate depictions of LGBTQ community members images in advertising. GLAAD and Procter & Gamble partnered up to launch “The Visibility Project.” The goal is to sustain inclusion of LGBTQ individuals. 

Getty Images conducted a 2021 survey finding that only one-fifth of Global Visual GPS respondents indicated that when they see depictions of LGBTQ members in images, it’s often narrow and stereotypical. Thirty percent of those Global Visual GPS respondents state visuals depict gay men as ‘feminine;” 28 percent say “flamboyant,” and when asked about lesbian women, 29 percent say they saw depictions of them as “masculine.” Twenty-nine percent say LGBTQ people carry the rainbow flag in some form or fashion in media portrayals, and 27 percent say gays are depicted at parties or a Pride parade. In the U.S., the number was slightly lower, sitting at one-fourth of respondents stated seeing stereotypical adaptations of queer people. 

Along with the new program launching, Getty Images and GLAAD collaborated in creating  an LGBTQ+ Guidebook for Inclusive Visual Storytelling, which will be available on their website to download upon signing up. This guidebook will give businesses and brands alike recommendations for inclusion and practical visual choices when depicting LGBTQ members. This stems from previous 2020 release of the Getty Images and GLAAD Transgender Guidelines, which was created to expand a better way for photographers and videographers to represent diversity among the transgender community.

The director of transgender representation at GLAAD, Nick Adams, says in a statement: 

“Instead of shying away from depictions or relying on stereotypes, we’ve created guidance on how to authentically represent the LGBTQ+ community in ways that will create lasting connections. Increasing representation of LGBTQ+ people in your communications demonstrates your intentional emphasis around diversity and makes a public commitment of your support for this community. The guidance we’ve created with Getty Images seeks to give brands and businesses of all sizes the confidence they need to depict the LGBTQ+ community in inclusive, authentic, and thoughtful ways without fear of backlash or fear of ‘getting it wrong.'” 

Research concludes two-thirds of the U.S. Visual GPS respondents indicated that it’s important to them as a consumer that the companies they purchase their goods from celebrate all walks of life and celebrate all kinds of diversity.