Disney Partnership to Develop Queer Content for Streaming

By Published On: May 17, 2023

Disney Partnership to Develop Queer Content for Streaming

By Published On: May 17, 2023

The Walt Disney Company is partnering with EqualPride and other “diversity” agencies to outsource work on “diverse content” for streaming, both in marketing and in mini-series formats.

In addition to EqualPride, a company known for having Lexus create ads focusing on progressive propaganda about evolving the American family, Disney is partnering with COCINA, a unit of the parent company MECENAS Media, Group Black and UnitedMasters, Inc., parent company of creative agency Translation. The four agencies will be involved in content creation for Disney’s streaming platforms, as well as marketing and advertising efforts.

“In 2021, we took a stand and asked that all of our Upfront deals have specific inclusion commitments. Now in year three, we are still delivering on our intention in the way we collaborate with brands – 365 days a year,” John Campbell, Senior Vice President of Client Partnerships at Disney Advertising said in a statement. “These collaborations are a natural extension of our ongoing commitment to reflect the diversity of our audience, the workforce, and the world in which we do business and are part of our multifaceted, long-term approach to intentionally and authentically reach our viewers.”

The decision comes as Disney prepares to also host the largest political gathering of LGBTQIA+ organizations in the world, right in the heart of Disney World.

“Our qualitative research said that the queer community can identify the brands that don’t like us in unison, but they can’t name the brands in unison that support us. If I’m a CMO, if I’m a brand manager, I am going to absolutely drive a truck through that opportunity,” Michael Kelley, President of Global Growth and Development for EqualPride, told Adweek. “Right now, I would probably reckon on behalf of all of us, there is no brand category lighting it up, 365, all year long.”

 

More coverage of this continuation of Disney into divisive content, particularly when it is aimed at children, can be found in the long-format conversation on the WDW Pro Channel.

 

For all the latest news that should be fun, keep reading That Park Place. As always, drop a comment down below! 

About the Author: Pamela Fitzgerald
Joining That Park Place in August of 2021, Pamela Fitzgerald is a freelance writer covering entertainment and theme parks. Mrs. Fitzgerald has a special fondness for Walt Disney World, and especially focuses on theme park discounts for military, first responders, and other critical employees looking for vacation fun.

The Walt Disney Company is partnering with EqualPride and other “diversity” agencies to outsource work on “diverse content” for streaming, both in marketing and in mini-series formats.

In addition to EqualPride, a company known for having Lexus create ads focusing on progressive propaganda about evolving the American family, Disney is partnering with COCINA, a unit of the parent company MECENAS Media, Group Black and UnitedMasters, Inc., parent company of creative agency Translation. The four agencies will be involved in content creation for Disney’s streaming platforms, as well as marketing and advertising efforts.

“In 2021, we took a stand and asked that all of our Upfront deals have specific inclusion commitments. Now in year three, we are still delivering on our intention in the way we collaborate with brands – 365 days a year,” John Campbell, Senior Vice President of Client Partnerships at Disney Advertising said in a statement. “These collaborations are a natural extension of our ongoing commitment to reflect the diversity of our audience, the workforce, and the world in which we do business and are part of our multifaceted, long-term approach to intentionally and authentically reach our viewers.”

The decision comes as Disney prepares to also host the largest political gathering of LGBTQIA+ organizations in the world, right in the heart of Disney World.

“Our qualitative research said that the queer community can identify the brands that don’t like us in unison, but they can’t name the brands in unison that support us. If I’m a CMO, if I’m a brand manager, I am going to absolutely drive a truck through that opportunity,” Michael Kelley, President of Global Growth and Development for EqualPride, told Adweek. “Right now, I would probably reckon on behalf of all of us, there is no brand category lighting it up, 365, all year long.”

 

More coverage of this continuation of Disney into divisive content, particularly when it is aimed at children, can be found in the long-format conversation on the WDW Pro Channel.

 

For all the latest news that should be fun, keep reading That Park Place. As always, drop a comment down below! 

About the Author: Pamela Fitzgerald
Joining That Park Place in August of 2021, Pamela Fitzgerald is a freelance writer covering entertainment and theme parks. Mrs. Fitzgerald has a special fondness for Walt Disney World, and especially focuses on theme park discounts for military, first responders, and other critical employees looking for vacation fun.