"Creative for Issue - Creative Power for Challenges -" Tokyo Rainbow Pride 2019

Total attendance exceeded 200,000! Japan's largest diversity event

Japan's largest LGBT-related festival, "Tokyo Rainbow Pride 2019" (TRP2019), was held from April 27 to May 6.

TRP is an annual event aiming to realize a society where sexual minorities, including LGBT individuals, can live more authentically and positively without facing discrimination or prejudice.

Attendance has grown year after year, making it one of Japan's largest diversity-related events. According to the organizers, this year's main event at Yoyogi Park Event Plaza drew a total of 200,000 visitors over two days. Approximately 11,000 people participated in the parade, setting new records for both figures.

First-Ever Large Booth Exhibition! "RAINBOW RESEARCH Exhibition ~The Instagrammable LGBT Survey Report~"

 

This year, Dentsu Inc. unveiled its Dentsu Rainbow Logo. The six-color rainbow represents diversity and is used as a symbol for the LGBT community. The movement to use the six-color rainbow to express LGBT-friendliness is spreading worldwide.

Dentsu Inc. has exhibited at TRP every year since 2015. This year, for the fifth time, we are debuting a large booth. The theme is "RAINBOW RESEARCH Exhibition ~ The Eye-Catching LGBT Survey Report~." It offers an engaging way to learn about the findings of the "LGBT Survey 2018" released by the Dentsu Inc. Diversity Lab in January 2019.

Dentsu Inc. has conducted its "LGBT Survey" every three years since 2012, with the third survey taking place in 2018. The company plans to continue these surveys going forward. Dentsu Inc. began the LGBT Survey driven by the belief that "if data is revealed through research, people will acknowledge the facts and begin to pay attention." We feel that the results of our repeated LGBT surveys since 2012 have created opportunities for society to learn about, engage with, and consider LGBT issues.

This represents the percentage of Japan's LGBT population.

At work. At school. At home. Somewhere in Japan.
They are living. They are existing.
The undeniable truth this small number proves
will surely become a powerful force to move society.
A catalyst for improving workplace environments and rules.
A fact the media will want to cover.
Hope that makes you feel you're not alone.
Believing in the diverse roles and potential of data,
Dentsu Inc. has been conducting LGBT surveys since 2012.

At Tokyo Rainbow Pride 2019,
our latest survey data transformed into a vibrant, photogenic space!
8.We hope the power of that 9% figure, along with your brightest smile,
to even more people.

(※1) For convenience, DDL's "LGBT Survey" refers to individuals who identify as sexual minorities, such as LGBT, as the "LGBT demographic." This defines individuals as those outside of categories 2 and 10 on the "Sexuality Map" (which divides sexuality into biological sex, gender identity, and the gender of the person one is attracted to). This "8.9%" includes individuals who are "Questioning (Q): those who are unsure or have not yet determined their gender identity or sexual orientation," as well as others. In this sense, the "LGBT Survey" conducted by DDL in 2012, 2015, and 2018 can effectively be considered an LGBTQ+ survey.

 

[Rainbow Throne Celebrating the LGBT Community]

8.9% of the Japanese population identifies as LGBTQ+. That's roughly one in eleven people. This percentage is nearly identical to the proportion of left-handed individuals.

【Rainbow Cake Symbolizing Support for Same-Sex Marriage】

78.4% of straight people support same-sex marriage. Same-sex marriage is institutionalized in many developed countries.

【A Lip-Shaped Photo Frame Representing Coming Out Rates】

65.1% of LGBT individuals have not come out. The top three people they came out to are female friends, LGBT friends, and fathers.

Inside the booth, panels introduced Dentsu Inc.'s various initiatives to date as "Dentsu Inc.'s Rainbow Action."

・The documentary commercial "Living This Gender," co-produced by Dentsu Inc. and Tokai Television.
・The film "When They Seriously Knit," produced and directed by Dentsu Inc.
・Dentsu Inc. Diversity Lab, Dentsu Inc.'s specialized organization for diversity & inclusion
・"&PROUD," the Dentsu Group's global LGBT network born in the UK
・ "Inclusive Marketing," a new marketing concept advocated by Dentsu Inc.

The photo booth consistently drew lines, with many photos shared on social media. Staff actively engaged with visitors, explaining the survey and Rainbow Action initiatives while distributing ally stickers.

Visitors shared positive feedback such as "This is a truly Dentsu Inc.-like booth!" and "The power of numbers really makes a difference." Many actively participated, commenting that it was "photogenic and fun." The Dentsu Inc. booth welcomed over 3,300 visitors and received detailed inquiries from numerous companies and media representatives.

Creative for Issue - Creative Power for Challenges -

At the heart of this year's initiative was the Dentsu Alliance Network (*2), launched internally at Dentsu Inc. last year. Its members consist of employees from various Dentsu Group companies. For the production aspects of this booth exhibition, we also collaborated with group companies like Dentsu Live Inc. and partner companies like Frontier.

The planning members of the Ally Network carefully deliberated and established the underlying theme: "Creative for Issue - Creative Power for Challenges." We aimed to leverage Dentsu Inc.'s unique strengths by addressing social issues through creative power that moves people's hearts.

(*2) Ally refers to people who support the LGBT community, derived from the English word "ally" meaning comrade or ally.

 

Dentsu Inc. will continue its activities under the motto "Creative for Issue - Creative Power for Challenges!"