We developed an award-winning messaging platform, Love Drives, to be activated consistently across a wide range of event sponsorships and marketing materials to effectively and authentically communicate Toyota’s commitment to the LGBT community. As part of the platform development, we conducted a consumer study of the LGBT community and allies to best understand the market.
We also executed a photo shoot showcasing LGBT people and Toyota products that have been used at Pride, AIDS/Lifecycle, All My Friends and more. The Love Drives program represents the first LGBT platform Toyota has communicated as an organization to reflect a corporation and network of dealers that emphasizes diversity and inclusion. The program was awarded a 2018 AdPOP accolade by the National LGBT Media Association for best-in-class LGBT advertising (online and print) for 2017.