The campaign is targeted at the LGBT community and uses the following promotion mix tools:Advertisement Campaigns: The Out Holding Hands campaign has partnered with advertising agency partner, Leo Burnett, and uses national and local market digital, print, and out-of-home advertising (Allstate, 2015). The campaign also had partnered with Eli Lieb, a popular LGBT activist, who wrote a song for Allstate called Safe in My Hands (Odell, 2015), which won a 2015 Association of Music Producers award (Allstate, 2015).Public Relations: Eli Lieb (as cited in Allstate, 2015) released the following statement in regard to his continuing work with Allstate:Im looking forward to once again working with Allstate to help bring forward the message of acceptance and equality to more people in a unique and inspiring way. Holding hands is a simple act, but a little goes a long way and it is my hope that this program inspires others to celebrate all kinds of love.Allstate participated in LGBT Pride Fest events in New Jersey, Los Angeles, San Francisco, Chicago, and Minneapolis and is a sponsor of the Love Has No Labels campaign to further understanding of communities of differing demographics (Allstate, 2015).Allstates website takes their Youre in Good Hands slogan and combines it with a powerful and simple way to show support and solidarity for the LGBT community: holding hands (Allstate, 2015). People can log onto their website and upload a photo of them holding out their hand to help create a digital chain of hand holding (Allstate, 2015). The idea worked and over 2.2 million people have participated in the chain (Odell, 2015).
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