GSK partners with Gay Times for brand campaigns targeting the LGBTQ+ community

David Murphy

GSK Consumer Healthcare is partnering with Gay Times Group for two campaigns for its Sensodyne and Voltarol brands, targeting the LGBTQ+ community.

The partnership was brokered by platformGSK, a dedicated agency unit within Publicis Media specifically for GlaxoSmithKline. The campaigns take the form of two short films, produced by GTX, the in-house production arm of the Gay Times Group. They will run exclusively across the publisher’s website and social channels throughout August.

The first campaign, for Sensodyne, called ‘Ice Cold Faces’ shows a montage of vibrant individuals trying to enjoy a summer ice cream or cold cocktail until it touches their sensitive teeth. It’s designed to demonstrate the product’s key benefit – effective relief from the pain of sensitive teeth.

The second campaign, for Voltarol, called ‘Alternative Queer Hobbies’, breaks on 19t August and will run for a month. This campaign features short social films, including individuals found with the help of community group Pride Sports, sharing their first-hand experiences of connecting through outdoor passions such as rowing, boxing and cycling. Shot on location using user-generated content, the films are designed to express people’s renewed love of the great outdoors and their joy of movement.

The campaigns, devised by platformGSK in collaboration with Gay Times, The films were produced by GTX, the in-house production arm of the Gay Times Group.

“The LGBTQ+ community is a rich, varied and valuable audience, and there is much more that we can do to effectively engage them with better targeting and tailored content,” said Louise Vincer, Digital & Marketing Acceleration Director, GBI, GSK Consumer Healthcare. “Our products are designed for everyone and we’re grateful to be starting this journey with GAY TIMES to celebrate the breadth of that audience.”

Tag Warner, CEO, Gay Times Group added: “We’re delighted to have partnered with platformGSK for these campaigns targeted towards the LGBTQ+ community. It's clear that platformGSK, Gay Times and GSK Consumer Healthcare have shared values in platforming diverse voices and advocating for better representation across marketing. These campaigns will showcase multiple facets of our diverse community and we're pleased to be reinforcing our commitment that brands engage with the community throughout the year and not just for Pride month."