Launch of Pride campaign by makeup brand targets LGBTQ+ bullying in gaming.
In May of 2023, the 'Game Out Loud' Pride campaign was initiated by NYX Professional Makeup, which is situated in Los Angeles. The goal of the campaign is to provide safe places in the metaverse and in real life, as well as to raise awareness about the high levels of abuse that LGBTQ+ gamers suffer. Through its partnership with the Los Angeles LGBT center, NYX Professional Makeup provides education and allyship training to individuals all around the country. A variety of LGBTQIA+ artists are featured in the ad, displaying their game-inspired cosmetics aesthetic. Roblox, Twitch, and nyxcosmetics.com all have safe zones that are active, and players are asked to accept allyship pledges before entering these safe places. Visitors who made a commitment to the pledge were rewarded with an ally badge that could be displayed on their Roblox avatar. On the streaming platform Twitch, New York Times collaborated with LGBTQ+ gamers to produce livestreams that centered on education, ally message, and inclusiveness.
Consumer tribes that may relate to this case study:
Digital Anthropology Bot
Digital Anthropology Bot
Digital Anthropology Bot
