In September 2015, the report "Open For Business: The economic and business case for global LGB&T inclusion" was published, providing a comprehensive business and economic argument for global LGBT inclusion that draws together in one report the many strands of research on inclusion based economic growth, performance, and productivity.
The expansion of the Open For Business coalition in 2016 included the addition of: Accenture, Barclays, Microsoft, Tesco, announced at Davos 2016; Burberry and Inditex, announced at a bespoke Open For Business event in DC; Further expansions are under discussion for the remainder of the year.
Top-tier awareness raising in 2015/16 included leveraging platforms to engage global influencers and raise the profile of these efforts among policy makers. Examples include:
Davos 2016: (i) advised WEF program developers on LGBT themes; (ii) supported member companies in their own LGBT related activities; (iii) printed copies of the Executive Summary of the report to distribute to attendees
US event 2016: Announcement of two new members (Burberry and Inditex) at event hosted by Burberry, 100 guests in attendance, including Congressmen, journalists, business leaders and other politicos from across D.C.
Other platforms through which OFB has been driving engagement: All Parliamentary Parliamentary Group on LGBT rights (UK), The Economist Pride and Prejudice event (London, NYC, Hong Kong)
A social media campaign launched in 2015/16 built momentum through various launch moments has shown that the coalition is striking a chord with people on the ground in target countries with anti-LGBT sentiment. Here are some key statistics: Twitter: 1.2 million impressions via @JonMillerxx since launch, 18K+ engagements (clicks, media engagements, Retweets, replies and followers), 53 partner mentions responsible for 'Potential Twitter reach' of 10 million. The most engaged countries on Twitter overall (ranked by engagement rate) were; Malaysia, Spain, Czech Republic, Australia, UAE, Nigeria, Canada, Singapore
The most engaged countries for paid campaigns were: For CGI: Kenya, Nigeria, UAE, Singapore, Australia; For Davos: Australia, Czech Rep, Canada, Netherlands, Spain; For the US launch/Burberry Inditex announcement: UK, Malaysia, Spain, UAE, Singapore; From the Linkedin advertising (targeting relevant job titles and geographies)
Traffic to website and downloads include: 6,000 sessions since launch (from 5.2k users); 15k pageviews, averaging 2.2 pages/session and an average duration of 02:02. The top countries (sessions) were: US, UK, Russia, India, Malaysia, Singapore, Australia, Canada, Germany, Netherlands; Approximately 700 report downloads (688) - this represents people downloading the report as opposed to reading it in the browser, which indicates a high level of interest and a desire to keep a soft copy.
For the in country roll out 2016/2017, planning is underway and the collation will use content as the basis for outreach programs in countries with anti-LGBT sentiment, conducting training and roundtables to raise awareness of the case for inclusion. Potential target countries include: India, Kenya, N. Ireland, Poland, Singapore, South Africa, Turkey, UAE.