Inclusive Messaging Resonates
We are starting to see more examples of powerful, inclusive marketing copy addressing many of the issues of 2017. Companies are taking a stand for diversity, inclusion, immigration, American culture, and many other increasingly important areas of societal focus. Think about Cadillac’s powerful spot on the 2017 Oscar telecast. Or the New York Times ad during the same show. It’s powerful stuff!
I was in New York City recently, and you can’t miss the inclusive marketing message there. From electronic billboards to signage, the messages of cultural diversity, inclusion, respect for one’s gender, and many other relevant subjects are visible throughout the world’s capital.
One sign of inclusive marketing caught my attention and took my breath away with its writing and fine use of our language. One of the best things to happen to NYC in the last 10 years is the High Line. For those who have not heard of it, the High Line is an amazing place. They took an elevated rail track and converted it to a park, from 30th Street to the Meatpacking District. It’s full of life: human, plant and animal. It’s a place for people, for great sights, and solitude in an otherwise crazy world.
Check out the sign that now welcomes everyone to the High Line at every entry point. The copy says it all. I was already a huge fan of this place. Now, my feelings towards the group behind the High Line are even stronger. It’s another example of communications taking a stand for a better world.
Inclusive marketing copy invites us all to participate in the world, whether that means enjoying urban solitude or shopping at a Cadillac dealership. These inclusive messages put visitors at ease, and they use language that resonates in today’s divisive landscape.
I’m proud to be a part of an industry and business that can create and write to put these messages out into the world that needs to hear them. Every day.
Full text below:
YOU ARE WELCOME HERE
To our friends, neighbors, and visitors, we say: you are welcome here. No matter who you are, what you look like, who you love, how much money you have, what your religious beliefs are, or where you are from, the High Line is for you.
Like many, we at Friends of the High Line are concerned about the divisive, hateful speech and actions we are hearing and witnesses across our country. While these feelings are not new for many, we recognize that this is a crucial moment to take a stand for what we believe is right. It is important that we do not become complacent in our mission to cultivate equitable and open public spaces that reflect and celebrate the diversity of our communities.
Friends of the High Line is committed to reexamining and strengthening our continuing efforts to ensure the High Line is a safe and welcoming place for everyone. If you have suggestions for how we can make this public space better, please send us an email with your thoughts: firstname.lastname@example.org.
-Friends of the High Line