Picture this, it is October 1st and you find yourself eagerly waiting in line at Starbucks to order your very favorite, Pumpkin Spiced latte. You step right up and the barista asks you “whats your name?” as she scribbles your name onto your designated cup. You don’t even think twice about it. However, for some individuals this question is polarizing and even triggering. Because of this, Starbucks (UK) partnered with Mermaids, an organization to support transgender and gender-diverse youth with the #WhatsYourName campaign.
Starbucks implemented efforts through Twitter, Instagram, Facebook, YouTube & traditional advertising throughout this campaign. These efforts allowed Starbucks to reach the largest audience possible in order to move toward a much more inclusive environment for the Transgender community who have faced a ‘name-change’.
Not only did this campaign raise awareness, it also empowered the Transgender community to take great pride in their name!
This campaign resonated with me this most. It was so refreshing to see such a giant, world renowned corporation taking a stance in such a political issue. With such popularity, Starbucks had the power to create a conversation and make a change and that is exactly what they did. Way to go Starbucks! With this in mind, Starbucks likely benefited financially from this campaign. I feel as if individuals were more likely to choose Starbucks over Dunkin’ simply because Starbucks showed that they are socially responsible and supportive.
Below, I have provided the link to this campaign. Take a quick look! https://www.youtube.com/watchv=pcSP1r9eCWw&feature=youtu.be