Longtime client Johnson & Johnson challenged Target 10 to develop and execute a strategic marketing plan with an internal team of J&J executives that would build a strong, authentic relationship between the company and the LGBTQ+ community while driving sales and supporting the company’s diversity initiatives. The program needed to include a diverse range of brands from different categories and across multiple sectors of the company – consumer package goods, pharmaceuticals, personal care products and medical devices.
Leveraging J&J’s broad based, global healthcare focus on “caring” we created Care With Pride™, an overarching campaign focused on fighting bullying of LGBTQ+ children in schools. Ultimately, it grew to include more than 20 signature brands and strategic partnerships with three national LGBTQ+ advocacy organizations working to ensure safe schools for all children. It is a true 360 campaign that includes paid media (both LGBTQ+ and general market), celebrity involvement, social media, public relations, consumer promotions, experiential marketing, charitable sponsorships and retail partner tie-ins. Care With Pride is promoted in both LGBTQ+ and general market.
Care With Pride™ generated a tremendous response both externally with consumers and internally with employees. Awareness of Johnson & Johnson’s support of the LGBTQ+ community has grown significantly from 2012 to 2016. Metrics for individual participating brands have all exceeded industry standards and established benchmarks including purchase intent. It also attracted the attention of national media, including CNN CNBC and the LA Times. Awards include an Hermes Creative Award and the 4A’s AdColor MVP Award. Most notably, the program has succeeded in raising more than $1,000,000 to fight bullying in schools. Care With Pride™ continues to be one of the gold-standard examples of LGBTQ+ marketing excellence.
Target 10 provided thought leadership, creative business solutions. deep knowledge of LGBT consumers and the flexibility to evolve strategy in “real time.” Where they distinguished themselves however, was the authentic passion to do what was best for the brand and our consumers. They “lived” our mission and dedicated themselves to helping us achieve it. Without their multi-year engagement on “Care with Pride”, this highly regarded (and awarded) program would not have been what it was or and the impact that it delivered. We were fortunate to have them on this journey with us from the beginning.
Global Vice President, Marketing Excellence Group Johnson & Johnson Family of Consumer Companies