GOODSTUPH shows support for minorities in LGBTQ+ community with Pink Dot SG merch

GOODSTUPH has launched “Love All Shades” merchandise to show its support for the marginalised minority races facing discrimination within the community. The limited-edition t-shirts were launched exclusive to Pink Dot Singapore 2022, which will take place on 18 June and aims to celebrate the differences that make us all unique as individuals. According to GOODSTUPH, the design for the t-shirt, and the set of stickers that come along with it, is of love and acceptance, from both the affected and unaffected alike, as the challenges of some must be overcome by the effort from all.

The t-shirts and stickers are available at THE DAMN GOOD SHOP, and all profits from the sale of merchandise will be donated to Pink Dot SG. This will be in addition to its cash sponsorship of SG$5,000 as a Pink Dot sponsor, marking the seventh year GOODSTUPH participated as a Coral Sponsor for the event. Pat Law, founder of GOODSTUPH, told MARKETING-INTERACTIVE that the monetary investment year-on-year is kept consistent, and mindful of the intent of the merchandise.

Law said that diversity and inclusivity runs deep in the agency, with LGBTQ+ and minority races making up 22% and 32% of its workforce. "In addition to our continual support for Pink Dot, we feel it’s important for us to address the discrimination minority races sometimes face, within the LGBTQ+ community itself. We are part of the problem, but there comes the opportunity to be part of the solution,” she added.

According to Law, Pink Dot is the one initiative in the agency where the committee team forms organically on its own. "Can you imagine this happening in a place like Singapore? Not one, not two individuals, but a group that forms on its own each year wanting to make a difference. And every year, the predecessors lend their experience to the new team as well," she said.

The agency recognises that there is discrimination within the community against minorities. Much rather than pretend it does not exist especially when a certain race is specified as a preference in dating apps, we should educate and empathise, Law explained. "So when my Pink Dot team landed this year on #LoveAllShades, I definitely felt a greater sense of duty to push it."

Diving deeper, the agency also interviewed minority members of the community to better understand their stories and shed a light on the reality of the challenges they face. Law told MARKETING-INTERACTIVE that it will be releasing the interviews within the month to shed light on the discrimination faced by the minority.

GOODSTUPH also launched merchandise in line with Pink Dot Singapore last year, with proceeds going to The T Project. The T Project is a Singaporean social service group providing shelter and other social services for the transgender community. The campaign featured portraits of people from the local transgender community, putting them in the spotlight and on a pedestal with a crown on their heads, bringing them to the forefront in this edition of the Pink Dot. They also shared their stories in a video series which released on GOODSTUPH’s social media channels during Pride Month last year. Additionally, the agency released three different posts on its Instagram and Facebook pages, dedicating each post to three different individuals who have been given the titles the Goddess of Love, the God of Harmony, and the Goddess of Horizons. 

When asked about GOODSTUPH's learnings from last year's Pink Dot efforts, Law said it was rather humbling for the team. Firstly, it was the very first time the team decided they needed go above and beyond just celebrating Pink Dot in a cosmetic manner.

"I can't quite explain how I think the agency has grown more sensible as a result of last year's campaign, but it was an honour to do our bit for the trans community. One key takeaway I think, was letting them feel seen," she said.

This year marks Pink Dot Singapore's return to a physical event after the pandemic. Pink Dot was cancelled in 2020, due to the health and safety concerns of the community and Singaporeans at the time. This came amidst the Ministry of Health’s advisory in limiting large crowd gathering in close proximity during that year. The rally went on in the form of a livestream programme on 27 June 2020, as well as on 12 June 2021. In 2019, the Pink Dot event saw businesses such as ad agencies TSLA, GOVT as well as eateries Bollywood Veggies, Straits Clan and automotive company Alfa Romeo pledge to support the movement.

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