Generali HK debunks misconceptions about LGBTQ+ community with new campaign

In celebration of Pride month, Generali Hong Kong has launched an educational video series to debunk misconceptions about transgender identity and raise public awareness of the LGBTQ+ community.

According to the release, the campaign namely "Embrace and empower: Building an inclusive community" underscores Generali's commitment to nurturing diversity and inclusion, amplifying the voices and experiences of the LGBTQ+ community and allies within the organisation and broader society.

While the campaign is developed internally by Generali Hong Kong's marketing and communications team, to further engage the community, it has also collaborated with various community partners, including GDotTV, a sexual and gender advocacy media group, as well as Onebookhalf Gender Space, to provide venue for community events.

To engage with the community, Generali Hong Kong has launched a series of educational videos to address the unique financial protection needs of LGBTQ+ individuals. The campaign which will run from June to August, aiming to set an example for fostering a culture of respect and understanding.

The video series consists of three episodes, each providing different insights into the experiences of the LGBTQ+ community. The series will be accessible on Generali Hong Kong's YouTube platform, inviting viewers to join in the conversation and embrace the spirit of diversity and inclusivity.

The first video launched yesterday (18 June) features an interactive Jenga icebreaker game to help address and dispel common misconceptions about transgender identity. 

To be released in July, the second episode will delve into the challenges faced by same-sex couples in securing legal protection in Hong Kong, aiming to highlight the vital role of appropriate wealth allocation and security.

Meanwhile, the concluding episode will go live in August and will feature a dialogue with LGBTQ+ individuals and supporting organisations, emphasising the significance of LGBTQ+ community allies and their roles in facilitating discussions on how corporations can improve workplace inclusivity.

Furthermore, Generali Hong Kong has utilised various platforms to promote the campaign, such as YouTube, Facebook, Instagram, LinkedIn. It will also collaborate with certain influencers from the LGBTQI+ community to further promote the series, aiming to encourage viewers to engage in conversations and embrace the values of diversity and inclusivity.

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Cecilia Chang, chief executive officer, Generali Hong Kong, said: "At Generali, diversity, equity, and inclusion (DE&I) are core values that drive innovation, creativity, and collaboration. We integrate these values into all aspects of our operations, fostering a diverse leadership team, unbiased recruitment practices, and promoting awareness through training. This ensures that everyone at Generali Hong Kong feels valued and empowered."

"This LGBTQ+ video series exemplifies our dedication to fostering a culture of respect and understanding, reflecting our belief in the transformative power of diversity,” Chang added.

Ady Law, chief distribution and marketing officer, Generali Hong Kong, said: "Generali Hong Kong strives to be the lifetime partner of our customers and community, and this video series showcases our ongoing efforts to foster equality and acceptance. We invite individuals from all backgrounds to engage with the series and participate in the dialogue on diversity and inclusion."

MARKETING-INTERACTIVE has reached out to Generali for more information.

According to the release, Generali Hong Kong considers talent and capability as the primary factors in hiring, rather than gender, sexual orientation, or gender identity, demonstrating the company's commitment to cultivating a forward-thinking workplace environment.

The company has also been implementing various initiatives to support its employees, such as allowing them to self-identify their gender on administrative forms, and providing benefits such as parental leave, medical coverage, and marriage leave to both heterosexual and same-sex partnerships.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world!

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