Skyy Vodka: Ending Digital Discrimination

SKYY Vodka, an alcohol brand, redirected media dollars towards marginalised publishers, particularly those from the LGBTQ and Black community in the United States.

Campaign details

Brand: Skyy VodkaBrand owner: LagfinEntrant company: Mindshare, New YorkMarket: USASector: Spirits & liquorsMedia channels: Programmatic displayBudget: Up to 500k

Executive summary

Did you know that if this entry was a published article, the chances are, it would get blocked? That's because it uses words like "gay," "sexuality", "black people", "lesbian", and "transgender." Media can be a powerful force for good, but it can also be part of the problem. Advertisers use keyword exclusion lists to keep brands safe, but 73% of LGBTQ or black community...

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