Times of India, the country’s largest newspaper is driven by a singular purpose - to be an agent of change. From education to inclusivity, the brand has always used the power of communication to fuel social change and to impact culture. Its previous initiative, #NoConditionsApply- Shindoor Khela challenged a 400-year tradition, allowing widowed women and transwomen to partake in a celebration reserved only for married women.

On September 6, 2018, the Supreme Court of India decriminalised IPC section 377. But it changed little for the LGBTQ community. The community lives a life of social isolation. Society doesn’t accept them as they are. They find it extremely difficult to ‘come out’, find jobs, accommodation or life partners. The task was to give the LGBTQ community a voice and a platform that integrates them back into society.

Section 377 of the Indian Penal Code (IPC) is an act that criminalised homosexuality. It was introduced in the year 1861 during the British rule of India. On September 6, 2018, the Supreme Court of India decriminalised IPC section 377. A victory to scores of tormented Indians from the LGBTQ community who were termed criminals. The law changed, but the mindset of the society didn’t. Being identified as an LGBTQ individual in India still isn’t easy. The police had not been sensitised properly. Many of them are still vulnerable to violence on the streets. Finding employment, a partner, accommodation or house help is extremely difficult. Moments, accolades in their lives like change of name or gender often go uncelebrated. Their existence is stifled and they don’t feel like a part of society.

The Times of India needed a simple yet powerful idea to normalise and include the LGBTQ community into society. So, we looked to the classifieds. In India, everything you want to share with the world, goes through the classifieds. Jobs, grooms, accommodation and much more. It’s the bedrock of things. The Times of India decided to make an editorial change in their newspaper: it redesigned its classified section. On the International Day against Homophobia, Transphobia and Biphobia, The Times of India, unveiled ‘Times Out & Proud’. A free space where everything the LGBTQ community is looking for could be found. Essentially, the LGBTQ community could now ‘come out’, look for accommodation, jobs, love, inclusion, and celebrate life events.

A bold and unprecedented editorial change that gave the LGBTQ community a platform to be accepted and integrated into society.

The Insight: Until it is not given legitimacy in a mainstream platform, the LGBTQ community will stay marginalised.

Newspaper classifieds announce key milestones in a person’s life. Due to rigorous checks, they bring legitimacy and authenticity to every announcement. The Times of India needed to use this power of classifieds to create social legitimisation and inclusivity for LGBTQ community, give them their rightful place in society and get the larger population to engage with them.

The campaign aimed to reach LGBTQ individuals across India and empower them with their very own classifieds. It was also aimed at normalising the existence of the LGBTQ community in India by making them feel a part of society.

A national call to action was sent out via the press, OOH & film to generate awareness and more importantly create an inclusive movement.

The campaign was launched on the International Day Against Homophobia (IDAHO) with a front-page lead story in the Times of India newspaper followed by the first launch ad with a front-page innovation where ‘The Times of India’ masthead turned into ‘The Times of Pride’.

The campaign was launched digitally with a short film that portrayed members of the LGBTQ community telling their story and reading out their 50-word Out & Proud Classifieds message.

Out & Proud also partnered with Mirror Now, a national TV news channel to debate various LGBTQ issues with a panel of members of the community.

The campaign was amplified with Out & Proud billboards, periodic editorial articles, round table debates, pride parades and presence at the Bangalore Times Fashion Week.

The campaign is on-going.

The Times of India turned into The Times of Pride. A whole generation answered the call for inclusivity. LGBTQ individuals across India wrote in and shared their stories which were printed in the Times of India.

While other dailies lost readership, The Times of India grew by 2.6%. It also received countless classifieds. Educational and corporate institutions across India opened their doors to the LGBTQ community.

Generated $ 3.3 Billion in Earned Media

Read by 12.2 million people every week

Business Growth – 8.1%

5% jump in revenue from personal classifieds including Times Out & Proud.

Impact: Over 12 million video views in 10 Days

Media Impressions: Over 25 million impressions

It gave hope to millions across India and gained coverage Internationally for being a beacon of change for the LGBTQ community. It helped normalise and integrate the community back into society.