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For many business leaders, the fact that LGBTQ+ employees need strong allies in the workplace is ignored 11 months of the year.
If it’s not Pride Month, this glaring Ally Gap is like a giant elephant in the boardroom. LinkedIn wanted to bring this elephant out into the open, in support of Queer Employees everywhere.
Phase 1: Outdoor Installations
Since art provokes conversation, we commissioned queer artists to create sculptures that would get people talking, and placed them right outside big corporation headquarters in San Francisco.
Phase 1.2: Digital Activation
The installations act as a QR code. When curious passersby snap an elephant pic, they’ll be led to a microsite revealing LinkedIn’s new program: the Ally Gap, which quantifies the gap between stated and authentic allyship.
Phase 2: Educational Elephant Tracks
Additionally, elephant tracks leading from LinkedIn HQ to the installations will offer an educational journey to help build awareness
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Phase 3: Progress Bar
The work of an ally should last 365 days of the year. So, instead of a fixed checkmark, LinkedIn will roll out a dynamic Ally Progress Bar. The bar will help individuals and corporations track progress and identify areas of improvement as they grow to become better allies.
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