We focused on the fact that when all colors of the rainbow mix, it creates black. We developed a world-first fabric that is black on the surface, but when stretched reveals a rainbow underneath. A jersey for the ALL BLACKS was created using this fabric as a potent and rich symbol of diversity and inclusion. The ALL BLACKS uniform was now also a conduit for the LGBTQ cause for justice and equality, bringing a vast and diverse group of people together, under one common cause.

A 200 member group of people wearing the pride jersey at the TOKYO RAINBOW PRIDE PARADE.

This was followed by present giveaway of pride jerseys to members of the public declaring their support with #DiversityIsStrength.

¥100 per tweet was donated from AIG to groups and organizations furthering the cause of diversity. Supporters who wanted to participate surpassed thousands in the first month.

Just before the launch of this new jersey, anti-LGBTQ comment made by the rugby player, who plays for Australia, became a social issue in the APAC area.

The PRIDE JERSEY was a powerful response to this and won supports from many people.

The news instantly sparked all around the world. The jersey was featured in 272 media across 19 countries including UK, South Africa, Ireland and New Zealand, the home of the All Blacks.

The voice of supporting diversity and inclusion spread not only in Japan but also across the globe, 53,764 voiced their support over 7 days.

This innovative jersey is planned to be worn by the All Blacks

during 2019 Rugby World Cup which will take place in Japan.

1. Specific Target: Because the work was designed with a highly specialized target in mind. The way to approach LGBTQ community (who have a highly evolved and distinct culture/perceptions) would require a direct and sincere approach.

2. Bonding: Building a community together with our LGBTQ brothers and sisters to fight discrimination together. This example shows very strong bonds and trust that has been built between brand and community.

3. Measurable Response: Both #Diversity is strength online awareness campaign and wearing the jersey to “join the team” had high, favorable responses.

Data indicates that members of the LGBTQ community are well represented and influential online.

Rather than leveraging traditional media for mass reach, we opted for a quality, endorsable experience for the LGBTQ community itself.

The experiencers became influencers and were able to really exercise their influence on the community and general perception.

AIG is committed to creating a corporate culture that is welcoming and open to the LGBTQ community, while also offering insurance products and services to meet the needs of the community.

In order to take these precedents to the next level, we required community-building with the LGBTQ population in Japan.

The activity was started in partnership with LGBTQ community, in an effort to stop discrimination from this world.