Mumbai: Disney Star Network won the Grand Prix, 3 Golds, and 1 Bronze in various categories at The Drum Awards for Marketing APAC 2024. ‘Words of Pride’ was honored for promoting social inclusion and reclaiming ‘Respect with Language.’
Disney Star marked the fifth anniversary of Section 377 repeal by launching a website glossary with 246+ respectful words in seven regional languages, addressing the absence of respectful language for India’s LGBTQIA+ community amid linguistic diversity, ultimately combating derogatory terms and promoting inclusivity.
Over 150 collaborators, including community members, allies, language experts, cultural influencers, and partners such as 22 Feet Tribal Worldwide, Star Hopper, and The Gaysi Family dedicated 7,000 hours across 30 months to uncover respectful terms.
To raise awareness and promote acceptance, Disney Star incorporated LGBTQIA+ lexicon in content across seven languages, showcasing the inspiring journeys of 11 individuals through short films. Influencers supported this initiative, promoting respect and allyship online.
Minakshi Achan, Head – Brand & Creative Communications, Disney Star said, “Our ‘Words of Pride’ is a precious project which has gained a life of its own. It is deeply introspective and delivers a very atmospheric narrative,filling the gap in respectful vocabulary to ensure that the queer community is heard, seen andrespected. The stories we tell across our network has always been the best way toinspire meaningful change – after all the world is evolving; it is time our words do too.”
The campaign profoundly impacted over 112 million Indians, generating 171 million impressions, 94.5+ million video views, 295,600+ engagements, and 560+ million minutes of pride-inspired content consumed organically.
