Matthew Miller
May 21, 2019

Come on brands, throw your weight around

Cathay Pacific's rejected same-sex ad shows that promoting inclusivity and equality is not just about statements and policies. Or ads. Sometimes it's about pushing those who need a push.

Editor's note Minutes after publishing this opinion column, the SCMP reported that JCDecaux has in fact reversed course, and the ad in question will be displayed in the MTR system after all. Although this clearly changes the story, we believe the broader points made below still stand.

If your brand wants to get credit for being inclusive and progressive, it's not enough to simply say you're inclusive and progressive. It's certainly not enough...

To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.

Existing users sign in here

Forgotten Password?

Having trouble signing in?

Contact Customer Support at
cs@haymarket.asia
or call+852 2122 5227

Membership

Why Subscribe?

  • Campaign Asia-Pacific online premium content* including in-depth monthly focus on key trends and industry issues
  • Unlimited website access*, and an archive of more than 70,000 articles
  • Regular value-added supplements including brand health checks, sector studies, ad critiques and research charts
  • Daily newsletters and breaking story alerts straight to your inbox
  • New weekly feature articles on the latest research, innovation and marketing trends
  • Be the first to hear about industry events

or call +852 2122 5227
or email subscriptions@campaignasia.com

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
On the ground in Cannes: Editor's Diary Day 4
Premium
39 minutes ago

On the ground in Cannes: Editor's Diary Day 4

Yesterday was exciting. We saw Sheryl Sandberg stand up for Facebook, shielded ourselves from Gary Vaynerchuk's highly popular invective and watched in alarm as Extinction Rebellion protesters took over the red carpet steps. What will happen today?!

Premium
Public squabble erupts between Yili and Mengniu over Olympic sponsorships
Premium
1 hour ago

Public squabble erupts between Yili and Mengniu ...

Yili said it may have to withdraw as the 2022 Beijing Winter Olympics official dairy partner, calling dealings between rival Mengniu Dairy, Coca-Cola and Olympic organisers a "scandal".

Premium
Gary Vaynerchuk: Cannes 'lacks truth at an uncomfortable scale'
Premium
2 hours ago

Gary Vaynerchuk: Cannes 'lacks truth at an ...

In an expletive-filled discussion, the outspoken entrepreneur and CEO of VaynerX says the industry remains wilfully blind to what really drives humans to take action and continues to kid itself about the reach and impact of work.

Premium
New DAZN CMO aims to reach beyond your typical sports fan
Premium
6 hours ago

New DAZN CMO aims to reach beyond your typical ...

Yoichiro Basso wants to use the energy of upcoming sporting events to draw in a broader audience, even in the absence of screening rights.