America the Beautiful — America the Queer —Live on Billboards Across America
The campaign includes provocative photography
Taimi puts a Spotlight on True American Values in Its New Brand Campaign
Taimi, a fully inclusive LGBTQ+ dating app for fluid dating, launches its new campaign with a powerful message of unity and inclusion – America the Beautiful.
New York, NY— Taimi, one of the world’s largest queer dating apps, together with Emmy & Clio award-winning marketing agency Known, announce the launch of a national campaign to celebrate American core values, the importance of freedom, acceptance, inclusion, and liberty of self-expression.
The campaign includes provocative photography which portrays American culture in a rainbow light, speaking directly to the target audience of the LGBTQ+ current and prospective Taimi users. The images will be seen through a robust multi-platform campaign and live on billboards across America, with a message that is impossible to ignore.
“America The Beautiful,” the patriotic song written by professor, scholar and, assumed, queer poet Katharine Lee Bates, is the main source of inspiration and reference for the campaign’s key messages. By reimagining the narrative and bringing it to life in a completely different way, and repositioning the lyrics as a queer anthem, this is a call to all Americans with a message that is impossible to ignore.
“With America the Beautiful campaign, Taimi sends a powerful message of support to the queer community whose liberty and human rights are under threat right now. We invite every American to view the original anthem as a unifying national force that speaks values every citizen is entitled for,” said Yana Andyol, Head of Brand and Communications at Taimi. “Every time a member of queer community speaks their truth, defends their right to express themselves, and demands equal opportunity to exist proudly and safely, they are doing something that is decidedly American. Dehumanizing people for being gay, bisexual, lesbian, transgender is an authoritarian narrative that contradicts all those liberties the citizens of the United States have been fighting for. We will stand with our users for their right to love, express, and simply live their lives in the country that should not attack them but protect.”
Taimi is here for the progress, change, and future that will be inclusive, tolerant, and loving no matter your sexual orientation. This campaign is also meant to amplify the importance of challenging the status quo in turbulent times and aims to produce a cultural awakening for prospective Taimi users in communities with less LGBTQ+ visibility or acceptance in America and beyond. Through these efforts, Taimi hopes to shift American culture in a way that will positively impact the LGBTQ+ community and ignite a cultural awakening.
Within the last 18 months, hundreds of anti-LGBTQ+ laws have been passed or submitted in the United States, and it’s seriously affecting the community. Various threats, from legislative attacks to mass shootings, don’t let the LGBTQ+ community feel safe. But Taimi believes it’s not the way it should be. That’s why the company is loud and proud, beautiful and queer! People deserve to be able to express themselves, love who they love without prejudice or shame, without fear. America The Beautiful is a manifest of diversity, a manifest of freedom. America the Beautiful is a reminder that freedom is for all of us, not a select few. Support of anti-LGBTQ+ laws contradicts America’s core values.“Known is proud to partner with Taimi as we fight for the fair and just treatment of the LGBTQ+ community in the U.S.,” said Ross Martin, President of Known. “When we set out to bring this campaign to life, most OOH owners refused to run the images and asked that we change the creative vision of the work if we wanted to do business with them. We will never do that. The core message of our campaign, set to the powerful words of Katharine Lee Bates and the luminous images, is too important — especially right now. We are grateful to all those who are helping us share this work, many of whom have donated their spaces to ensure this message will reach tens of millions of Americans. We’re grateful to Taimi trusting Known to help tell their powerful story.”
About TAIMI
Taimi is one of the largest, fully inclusive LGBTQ+ dating apps for fluid dating. It is carefully designed so that you can explore your sexuality and passion. We and our users believe that people find their attractions and mutuals in a sexually fluid environment with full freedom of choice. Download Taimi for free and start your queer journey today. WEB: taimi.com SOCIAL: @taimiapp
About Known
Known, named to the 2023 Ad Age’s Agency A-List, is a marketing agency engineered for the unprecedented challenges and opportunities facing marketers today. Our operating system pairs Ph.D. data scientists with award-winning creatives, expert research teams and strategists who leverage machine learning, AI and the company’s proprietary media operating system, called Skeptic (named Best Marketing Analytics Platform by Digiday) to help marketers win right now. Known is anchored by two decades of groundbreaking market research and data science capabilities, which uniquely empower our marketing strategy and acclaimed creative groups, who produce some of the most innovative, cutting-edge work in culture. The result? Marketing that is predisposed to succeed and be persistently optimized, directly impacting clients’ bottom lines. In 2022, Digiday named Known ‘Most Innovative Media Agency’ and ‘Most Innovative Independent Agency’, citing that Known “upended the agency industry by showing their clients what best-in-class looks like” and called Known “an Iron Man suit of data science and creativity.” Clients span the leading brands in entertainment, fintech, media, technology, CPG, healthcare, real estate, sports, and more. Known has 400+ employees in six U.S. cities including New York, Los Angeles, San Francisco, Seattle, Austin, and Boston. Named 2x Promax Agency of the Year and awarded Fast Company’s World Changing Ideas, Known has won multiple awards from the Emmys, Clios, Effies, Cannes Lions, Promax and more.
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Fantastic! Glad to see OOH is beginning to be more inclusive and including everyone in their reach!
Any billboard company that chooses to display this particular content is inviting trouble. This means that the advertisers who decide to advertise on your company’s billboards following this campaign will face negative consequences, including the billboard company itself. Have you seen Bud Light?????
thank you Michael. Interesting point of view. Should the billboard company stand up for rights? Like the 1st amendment? or should they buckle under pressure of loss of business?
thank you for the comment Mark. I am not so sure the OOH Industry is as inclusive, I have yet to see one photo of an actual billboard. Lot’s of art but not the real deal. Proof is in the photos of this copy on billboards on the street.
Regarding Michaels comment, sounds a bit dated. No one questions the “norm” and says things like “1st amendment right” w.broad unless it upsets a few and those few often times are a certain male or white demographic.
Maybe I spoke too soon on inclusivity in this industry and should have waited for bigotry?(!). SMH
Bud light isn’t at fault for Americans being @**holes, but Bud light shouldn’t have lost their entire base by back tracking – they’re spineless.