In Mid-May GSK’s anti-inflammatory drug brand Voltarol launched ‘More Than Movement’ in partnership with broadcaster Channel 4 and media outfit Gay Times led by a bespoke, brand-backed film telling sporting stories linked to the LGBTQ+ community.
Created by PlatformGSK with Publicis Media Content, the initiative emerged from Voltarol’s three-year partnership with Channel 4 and Gay Times which seeks to increase the positive diversity and representation of the LGBTQ+ community and other diverse audiences in its advertising.
The full-length, 5-minute and 30-second film, ‘More Than Movement: Inspirational Stories Of How LGBTQ+ Boxing Transforms Lives’, dropped on 16 May on YouTube. A 30-second version is scheduled to air for eight weeks across Channel 4 and its video on demand service, plus on All 4 and the broadcaster’s social channels with supporting clips and cut-downs promoted via the Gay Times’ digital platforms and Facebook and Instagram feeds.
It celebrates the story of Oriance Lungu, a queer British/Zambian National Champion boxer from East London, who is on a journey to turn professional. Her story celebrates connection, community and confidence and highlights the ongoing need for support of LGBTQ+ spaces in sport, given that women could only box professionally ten years ago.
It also features Jill LeFlour, a trans boxer who attends an LGBTQ+ community session at Rathbone Boxing Club in London: a gym that they knew would accept them, where they feel comfortable to train and be themselves. Yet, Rathbone’s LGBTQ+ community sessions have come to an end due to lack of funding which showcases the importance of funding for inclusive spaces even more.
The campaign from the GSK-owned non-steroidal, anti-inflammatory drug brand – which is primarily used to treat pain and inflammatory diseases like gout, launched – also included a £10,000 donation to Pride Sports to support its work in Birmingham around Pride House.
In particular, this donation will go towards funding a Sporting Pride Conference to deliver workshops, funding clinics and networking sessions for LGBTQ+ sports groups and networks.
“Voltarol understands that being fit and healthy is about more than just movement, it’s about being part of a network, being confident and feeling supported in your sport. We want to be able to enjoy movement – it helps us stay connected with friends and loved ones, makes us happy and helps us overcome isolation and adversity,” said Voltarol Brand Manager Hannah Ford. “Celebrating these stories demonstrates the importance of having effective healthcare to continue moving and speaks to the importance of inclusivity in sport.”
PlatformGSK Partner Tom Wilkinson added: “The ambition was to create a partnership that takes our grass roots collaboration with GAY TIMES, now in its third year, to the next level. Adding the power and prestige of Channel 4, to the quality and authenticity of GAY TIMES, makes for an exciting three-way partnership with Voltarol. One that will further charge GSK’s commitment to diversity and inclusion in sport.”
GAY TIMES Group CEO Tag Werder commented: “Three years into our partnership – Voltarol’s long-term approach to LGBTQ+ demonstrates their commitment and understanding to surfacing positive themes in LGBTQ+ Sport to the mainstream. Their ongoing support of Pride Sports leaves a lasting legacy beyond the documentary itself – which serves as brilliant inspiration to brands wanting to make a real difference in LGBTQ+.”
Channel 4 Digital Commissioning Editor Laura Marked said: “We are delighted to bring this partnership to life with brilliant original editorial. We pride ourselves at Channel 4 in telling untold and inspiring stories, and this film does exactly that.”
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This brand and media partnership is the latest in a string of recent tie-ups for Channel 4 since it partnered with Saatchi & Saatchi and extended its relationship with YouTube.
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