LinkedIn wants to position itself as a source of information and guidance on making the workplace more inclusive for LGBTQIA+ professionals. So, it developed a research methodology to quantify how performative allyship falls short and highlight the ally gap.
Disclaimer: This campaign is spec work pitched to Edelman LA.
To launch the new tool, we humanized the ally gap, by making them a real person. Meet Ally Gap. Ally is an Equity & Inclusion Consultant who endorses and oversees the business world’s treatment of the queer community.
The breakdown of Ally’s accepted connection requests will unveil the ally gap research methodologies on LinkedIn’s platform.
Post-launch, Ally Gap will continue to be a trusted source of information about company culture through endorsements and recommendations. As time goes on, new Ally Gaps who represent the diversity of the queer community will step into the role.
To get the word out IRL, LinkedIn will install interactive glass panels throughout business districts, sharing the data collected through the ally gap research methodology.
Art Directors: Eric Thompson and Kelsie Edwards