It is said that about 8% of the population in Japan identifies as LGBTQ. However, same-sex marriage remains illegal, and only 4% of members of LGBTQ community feel comfortable enough to come out at the work place. There are no "out" athletes or famous persons, making Japan significantly backwards as far as "advanced" countries go, in terms of LGBTQ understanding, acceptance and protection.

There are no major incidents of hate crimes or hate speech against the community, but it can be said that the very existence of a "sexual minority" is swept under the rug, and simply ignored.

AIG has long supported the community through insurance products designed with LGBTQ needs in mind, and supporting LGBTQ related NGO's and NPO's.

AIG's latest efforts to help build a world that is kinder to all persons, has been to shed the spotlight of diversity and inclusion in the context of the sporting world.

We developed a jersey that is black on the surface, but when stretched, will reveal all the colors of the rainbow underneath. This was specially developed and is a paean to the fact that when all colors of the rainbow (the colors of diversity and inclusion) come together, it creates black. This fabric and its technology is a world first, and it was made into a cool new jersey for the strongest rugby team in the world, the ALL BLACKS. Starting with players from the ALL BLACKS, LGBTQ activists from Japan, foreign sumo wrestlers and whole plethora of diverse people expressed their support for our message and cause by wearing this jersey for us. Messaging that these influencers were all “supporters and friends of diversity” was made crystal clear in communication, to ensure that audience take away would be “hey, I can openly express my support too”

First, we got ALL BLACKS legend Richie McCaw (much loved in Japan) to wear the PRIDE JERSEY. This was followed by athletes and celebrities who are LGBTQ, foreigners or disabled to join in wearing and being photographed with the pride jersey. These images were shared via social media channels, and then taken up by various news media outlets. The new pride jersey is now a cool, “must have” item for the general public. This overall structure was informed by this overall interplay and tricked down effect from celebrity, to influencers, to general public…but always with a strong message of love and unity at its core. The jersey was worn by more people of at TOKYO RAINBOW PRIDE and garnered even more attention.

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 voices of supporting diversity and inclusion spread not only in Japan but also across the globe, winning over 53,764 supports in just 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.

We targeted the sports community by utilizing All Blacks to deliver the message of Diversity and Inclusion. We then provided the jersey to the LGBTQ influencers to create bigger buzz for the public. The Pride Jersey acted as a powerful and simple representation of our idea and this accelerated expansion of our message across Facebook, Twitter and other social media.

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. However, cultural norms in Japan make it difficult, for both members of the LGBTQ community to come out, and also for “allies” of the community to express their support. Allies will still find it hard to openly declare their support, as “standing out from the crowd” is frowned upon. We understood that what we needed was a system and cultural climate that would make it easier for LGBTQ allies to openly express their support and friendship.