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Hearst UK launches Proud To Be Me with Munroe Bergdorf

To launch the Proud To Be Me Initiative, Hearst UK will be hosting a virtual In Conversation with transgender activist, model & writer, Munroe Bergdorf and editors Lotte Jeffs (ELLE UK) and David Opie (Digital Spy).

Hearst UK launches Proud To Be Me with Munroe Bergdorf
Munroe Bergdorf. Photograph: Luke Nugent.

The event takes place on 25th March to explore why authentic representation and inclusion in media is so important and how brands can be better allies to the LGBTQ+ community through partnerships.

Munroe Bergdorf has become recognised globally for her activism and uses her platform to amplify marginalised voices and offer insight on feminism, diversity and LGBTQ+ topics. In addition, Munroe has been recognised as Changemaker of the Year (Cosmopolitan), Campaigner of the Year (LGBT+ Awards) and UN Women UK, Hero Award (Attitude). She regularly consults for L’Oréal Paris, where she sits on their UK Diversity and Inclusion Advisory Board. Hearst UK’s collaboration with Munroe further strengthens its desire to speak to all consumers and, in turn help them get more out of life, says the publisher.

According to research by Stonewall, 72% of LGBTQ+ people think that the way their community is presented in advertising and media is tokenistic. Through the Proud To Be Me Initiative, Hearst UK says it aims to change this and help empower, support and celebrate the LGBTQ+ community.

The Proud To Be Me campaign will tackle the critical issues faced by the LGBTQ+ community and commit to increasing positive LGBTQ+ activity across Hearst UK brand platforms over the next 12 months — inviting voices from the community to be heard, supported and celebrated.

According to Hearst UK, its 23 brands will come together to lead this initiative and help drive real change. Underpinned by an extensive research programme, the initiative will focus on three key pillars; supporting the community across core issues, increasing LGBTQ+ content representation within Hearst UK magazine brands and using platforms to elevate key figureheads and celebrate important calendar events within the LGBTQ+ community.

The In Conversation with Munroe Bergdorf will take place on 25th March at 11am (GMT) and will cover a range of topics included below.

Topics of discussion:

  • Introduction of Hearst's Proud to Be Me initiative
  • What Hearst UK has learned about successful LGBTQ+ inclusion in their own content
  • Why 'pinkwashing' is never the right answer to a marketing challenge
  • How not to let the fear of getting it wrong stop you from trying

To register for the event please click here.

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