BKN Creative’s Guide to June’s DEI Holidays

You have probably noticed an increasing number of brands participating in “heritage holidays” each year, showing off rainbow-colored logos for Pride and similar declarations for other cultural celebrations. With Juneteenth and month-long celebrations such as Pride and National Caribbean American Heritage Month, June is a major month for diversity, equity, and inclusion. 

With events like racially-motivated police killings and the passing of the “Don’t Say Gay” bill in Florida threatening lives and liberties, we fully support brands using their voices to advocate for inclusivity and fight bigotry. And we’re not the only ones. Customers are looking more closely than ever at brands to ensure the ones that they support share their values. 

So, proudly and loudly sharing your diversity is a MUST – and June is the perfect month to do it. The only question is: What’s the best way to do so respectfully?  

PRIDE MONTH

WHY WE CELEBRATE
Pride celebrates the diversity of sexual orientation and gender identity and commemorates the struggles and victories of the LGBTQIA+ communities. LGBTQIA+ stands for lesbian, gay, bisexual, transgender, queer (or questioning), with the “+“ added in recognition of all non-straight, non-cisgender identities.

A BRIEF HISTORY
The first Pride march was held on June 28, 1970, on the first anniversary of the Stonewall Uprising, an event that sparked the formation of many gay rights groups and led to the LGBTQIA+ civil rights movement. The day has since evolved from annual marches to a month-long series of events. 

MARKETING DO’S & DON’TS
As a proud LGBTQ, family-owned business certified through the National Gay & Lesbian Chamber of Commerce, Pride month is near and dear to our hearts at BKN. Follow @BKNCreative on our social channels (and on Spotify!) for a first-hand look at how we’re celebrating Pride!

Here are tips for marketing during Pride Month.

DO 

  • Show your support!
  • Make sure your campaign aligns with your brand’s core values.
  • Utilize diverse team members to create, lead and inform campaigns. 
  • Provide education about important historical events. 
  • Raise awareness of issues that have and continue to impact the community.
  • Highlight initiatives your organization will take on these dates.
  • Promote LGBTQIA+-owned businesses in your industry.
  • Consider hiring a reliable partner for promoting LGBTQIA+ inclusion.

DON’T 

  • Be afraid of making a misstep in your language! To ensure your message is accurate and respectful, GLAAD (the Gay & Lesbian Alliance Against Defamation) has a media reference guide that you can download for free!
  • Limit your Pride Month campaign to a rainbow logo.
  • Make Pride all about you; it’s not.
  • Add any call to action that benefits your organization.
  • “Rainbow wash” – Make your organization appear supportive without making any substantive statement.
  • Use Pride as an opportunity to capitalize on diversities. 
  • Stop on July 1 – Continue to raise awareness throughout the year.

CELEBRATE LOCALLY
Lastly, don’t forget to celebrate (you know we won’t!) Here are a few local Pride events to add to your calendar:

Visit LGBTQIA+-Owned Businesses in Tampa Bay:

 

CARIBBEAN-AMERICAN HERITAGE MONTH 

WHY WE CELEBRATE
Our Nation is a country of immigrants, and we are more vibrant and hopeful because of our diversity! Caribbean-American Heritage Month is a month-long observance that promotes the rich culture and heritage of Caribbean-Americans, their descendants, and their contribution to the United States. 

A BRIEF HISTORY
June was first designated as Caribbean-American Heritage Month by President H.W. Bush in 2006. Since then, The White House has issued an annual proclamation! 

You can see President Biden’s Proclamation online on National Caribbean-American Heritage Month, 2022.

MARKETING DO’S & DON’TS

DO 

  • Encourage and celebrate diversity
  • Educate yourself and others.
  • Share company efforts to advance these communities.
  • Utilize diverse team members to create, lead and inform campaigns. 
  • Tell your customers how your brand or product connects with Caribbean heritage (if applicable).
  • Celebrate by embracing other cultures, trying new foods, and participating in local events (see our list below.)

DON’T 

  • Tokenize.
  • Add calls to action that benefits your organization.
  • Use the holidays as an opportunity to capitalize on diversity.
  • Limit celebrations to yearly – diversity is meant to be celebrated year-round!

CELEBRATE LOCALLY
Florida is home to a great number of immigrants, many of whom hail from the Caribbean. So finding ways to immerse yourself in Caribbean culture is easy, honey! 

Here are some local ways to support the  community this month (and all year long):

We can’t think of a better way to celebrate Pride Month and Caribbean Heritage Month!!

  • The annual Tampa Bay Caribbean Carnival takes place every June to celebrate the local Caribbean American community. This year’s festival has passed, but you should add it to your calendar for 2023!

JUNETEENTH 

WHY WE CELEBRATE
Juneteenth, short for “June 19,”  is an important annual event commemorating the emancipation of enslaved people in the United States. It is a celebration of Black culture and freedom but also carries heavy and sober reminders of racism past and present.

A BRIEF HISTORY
A federal holiday as of 2021, Juneteenth originated in Galveston, Texas, and has been celebrated annually throughout the country since 1865. 

MARKETING DO’S & DON’TS 

DO

  • Encourage and celebrate diversity.
  • Be authentic on social media. 
  • Ask questions! If you don’t know what to do or say, ask!
  • Listen, learn, and do the work.
  • Utilize diverse team members to create and inform campaigns. Too often, those who are making big decisions are not those who are of underrepresented identities.
  • Promote Black leaders and Black-owned businesses in your industry. 
  • Donate to reputable organizations.
  • Educate your team and your audience. Find resources online at places like BlackLivesMatter.com.
  • Work with DEI consultants:
  • Share company efforts to advance the Black community.

DON’T

  • Make Juneteenth about your brand; it’s not.
  • Add any call to action that benefits your organization.
  • Use the holidays as an opportunity to capitalize on diversity.
  • Limit your commitment to one day. Continue to raise awareness and show support all year long.

CELEBRATE LOCALLY
Show your support this Juneteenth by taking part in local events. Here are some celebrations to start with:

  Juneteenth and Black Lives Matter Tampa. 

Celebrating diversity reminds all people that we are valid. Different viewpoints bring new ways of thinking and increase creativity. More of that, please!  

Your audience is diverse, so your marketing should be too. Looking for ways to incorporate more diversity, equity, and inclusion into your marketing? The creative team at BKN Creative can help! Give us a call. Reach out to us today to collaborate.

 

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