During the month of June, which is Pride month, Wells Fargo is championing four different organizations dedicated to supporting the LGBT community with four lovely videos. Each video is designed to highlight the accomplishments of each organization.
2017 marks the 30 years that Wells Fargo has supported the LGBT community, donating over $50 million dollars and countless community service hours. The “Standing Together” campaign is meant to celebrate those milestones in a real, authentic way.
“Strategically we wanted to move beyond just a celebratory rainbow campaign. We wanted to go deeper and tell some real, authentic stories about some of the most vulnerable members of the community and really bring some awareness to the organizations that are addressing those needs,” John Lake, LGBT segment lead at Wells Fargo, said.
The “Standing Together” focuses in on four nonprofits—Point Foundation, The Trevor Project, SAGE and GLSEN—and includes four different short films. Wells Fargo’s in-house agency created each of the films alongside the different organizations.
“The work with all the nonprofits we support is driven by Wells Fargo’s strong culture of giving back to our communities and we feel that our giving really must reflect the diversity of the customers and the communities that we serve,” Lake added.
The brand has worked with GLSEN and The Trevor Project for over 15 years, Point Foundation for over a decade and SAGE the last few years. GLSEN, The Trevor Project and Point Foundation all focus on the needs of LGTBQ youths and students while SAGE targets LGBT seniors.
So why is Wells Fargo so invested in celebrating these organizations and Pride month?
“Customers don’t just want brands to talk about support for causes. You really have to show it and it has to be authentic and address critical issues to the segment you are addressing,” Lake said.