A unique sponsorship opportunity: how your company can support the LGBTI cause and reap the benefits
Written by Philip Howell-Williams on June 21, 2016.
For almost two years I have been Head of Fundraising for the Pink Alliance on a voluntary basis. Over that time I have engaged with many different companies and individuals to raise funds for LGBTI events which are so crucial in the breaking down of the barriers and negative perceptions that the LGBTI community In Hong Kong have to face on a daily basis.
It was with sadness therefore that I read about recent developments concerning the sponsorship of the Pink Dot festival in Singapore, an event which has been set up with similar aims to the Pink Alliance in a country which faces the same conservative attitudes as here in Hong Kong. After this year’s event which was held on 4th June the Singaporean government issued a warning to foreign companies to caution them against involvement in the gay pride event saying that these ‘controversial social issues’ are ‘political, social or moral choices for Singaporeans to decide for ourselves’. As a result some sponsors are rumoured to have pulled out completely for fear of regulatory fines and this casts a large shadow over the future of engagement in the LGBTI cause there.
Fortunately for us here in Hong Kong regulation and government legislation do not interfere with the sponsorship of events such as Pride, Pink Dot and Pink Season. Indeed, I have been delighted to find that many companies are keen to support these ventures which are crucially important in engaging with the local community and breaking down barriers as well as garnering positive media attention. Needless to say, there are also huge advantages for sponsors to increase brand awareness via extensive media coverage, gain recognition both as an inclusive brand and as an employer of choice and benefit from the opportunity to engage staff within their own organisations, not to mention tapping into the potential of the pink dollar, which is not to be underestimated.
Preparations for Pink Season are in full swing at the moment. The creative team is busy putting together a great programme for Asia’s premier LGBT festival. The calendar of events encompass sport, theatre, art and entertainment with a strong educational focus this year. Pink Season offers sponsors the opportunity to be engaged at many different levels whether that be an event specifically tailored to an individual company’s identity or general sponsorship of the entire season.
In previous years we been very lucky to be directly supported by individuals who understand the importance of the reasons behind putting together these events and we hope that this year will be no different. If you are interested in learning how your company can support Pink Season 2016 while enjoying the unique benefits offered by sponsoring this prestigious event then please do get in touch to discuss.