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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
Canada

http://www.leoburnett.ca
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

margaret.arnold@leoburnett.ca

EVP David Kennedy

COO & GM

david.kennedy@leoburnett.ca

Lisa Morch

VP, Director of Knowledge Mgmt

lisa.morch@leoburnett.ca

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Chicago

Equality is Allstate

Engaging the LGBT community to speak out for equality, Allstate is taking a stand.

At a time when historic progress was being made to advance LGBT rights in the United States, LGBT Californians saw their own rights come and go when same-sex marriage was legalized and later outlawed through Proposition 8. As wedding plans were being made by same-sex couples in Iowa, they were being canceled by same-sex couples in California.

Companies had failed to notice and offer their support, especially in the insurance industry. In fact, no company was talking about the one thing that matters most to LGBT Californians right now: equality.

Given this, and given Allstate’s purpose of providing active, everyday protection, Allstate’s California region was in a perfect position to give the LGBT community a platform to share their vision of equality, while supporting the local causes that can help them to achieve it.

So, instead of just creating ads, Burnett and Allstate created an integrated campaign called “Equality Is.” We used print ads, out-of-home, coffee sleeves, digital banners, and interactive events at the LA and San Francisco Pride Parades to drive traffic to a website. The site showcases what equality means to people from all walks of LGBT life, and seamlessly integrates a way to help support a local LGBT organization with a $10 donation from Allstate.

So far, hundreds of photos, videos, and quotes have been added to the conversation. And California Allstate agents have a new way to get insurance quotes. A true HumanKind Act of a company and a community joining together to make a difference.

Brian Stout is a Senior Strategist at Leo Burnett Chicago, and editor of the LGBT marketing blog, BrandFabulouness.com