FWD Life Insurance Plc. (FWD Insurance) continues to push the boundaries of brand communications by celebrating Pride Month with an innovative AI-driven content creation campaign. Titled “You’re our pride, we’re proud,” the campaign features media that expresses pride and gratitude for individuality, regardless of gender, to our valued friends. This initiative effectively reaches its target audience, conveying moments of celebration through AI-generated music and diverse printed media that champion diversity and equity. In addition to these creative endeavors, FWD Insurance has partnered with House of Heals and Rush to amplify and communicate the campaign’s message throughout June, the month of Pride. These collaborations ensure that the spirit of Pride Month is celebrated widely, fostering an inclusive atmosphere and underscoring the importance of diversity and equity in everyday life.
Ms. Pavarisa Chumvigrant, Chief Marketing Officer of FWD Life Insurance Plc., said that FWD Insurance is a digitally enabled organisation, seamlessly integrating new technologies into every facet of its operations, from product offerings to services and distinctive, ongoing brand communication. Particularly during Pride Month, we leverage generative AI technology to bolster diversity, inclusion, and equity within the LGBTQIAN+ community. This latest initiative builds on our 2023 campaign, ‘Celebrate living with Pride, everywhere,’ empowering our friends to honor Pride Month from anywhere in Thailand. This approach is in perfect alignment with FWD Insurance’s brand promise, which centers on ‘Celebrate living’ and respecting everyone’s unique differences under the principles of Diversity, Equity, and Inclusion (DEI).
This year’s campaign, “You’re our pride, we’re proud,” is powered by big data to effectively convey the message of ‘Celebrate living’ and the vital concept of equity, which may feel distant to some. Our strategic approach is to present these ideas through a universally relatable lens, expressing sincere gratitude and immense pride for our cherished LGBTQIAN+ friends and all those who hold a special place in our lives. Through inspiring graphics and stirring music crafted with generative AI technology, we aim to inspire and uplift. FWD Insurance has forged partnerships with House of Heals in the Ratchaprasong area and Rush in the Silom area, both staunch supporters of diversity and equity. Together, we transform their spaces with vibrant media, creating an atmosphere of celebration. The uplifting strains of “Thank You for being you,” a song composed using AI for Pride Month, fill the air, enhancing the joyous ambiance. Additionally, specially designed coasters serve as a symbolic reflection of our commitment to living together equally. Throughout June 2024, these establishments will stand as beacons of celebration and gratitude, honoring the LGBTQIAN+ community.
“FWD Insurance is committed to crafting a brand that’s both unique and innovative, integrating creativity into our marketing strategy to boost brand awareness and recognition. We understand the importance of making our brand relatable to our audience in their everyday lives, using language that’s easy to understand, relevant, and engaging. We warmly invite everyone to join us in celebrating Pride Month, where we can express our pride and gratitude for the special people in our lives. Keep up with FWD Insurance’s latest updates across various channels as we continue to bring fresh ideas to the table.” Ms. Pavarisa concluded.
