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System1: ‘Does LGBT+ Visibility Matter?’ research
The creative effectiveness platform published a new study into the effectiveness and impact of LGBT+ visibility.
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System1’s research “Does LGBT+ Visibility Matter?” found that although LGBT+ visibility has no general impact on effectiveness with broad consumers, it increases long and short-term effectiveness with LGBT+ consumers. Despite this, only 2.5% of TV ads in the UK in June over the past four years during Pride Month contained LGBT+ visibility, with only a quarter of these ads having a main LGBT+ theme.
