Prime Video -
Not Just For Show
According to Nielsen Canada, Less than 25% of the 2SLGBTQ+ community feels represented in TV and streaming.
Prime Video Canada understands that stories shape lives, drive change, and mirror society — they're not just for show.
As part of Prime Video’s commitment to the 2SLGBTQIA+ community, and to telling 2SLGBTQ+ authentically — they partnered with 8 influential and representative voices.
Prime Video Canada cast these representative voices to be the main characters of their brand, who in turn delivered their stories on the importance of representation across the entertainment industry. Their powerful messages lived on NOTJUSTFORSHOW.CA - a content hub with influential videos and useful resources for the entire community.
Prime Video Canada invested to extend these stories across Canada, and beyond the internet, with digital billboards. wild postings, and even through a brand experience during Toronto and Montreal's Pride Parades — one of the biggest 2SLGBTQ+ moments across North America.
But this problem needed more than just stories raising awareness. And while Prime Video loves storytelling, the business believes in creating change through 'storydoing'. That’s why they created the Inclusion Playbook. This became an industry-first guide to embed diversity and inclusion practices throughout the production process from casting all the way to editing to ensure the right resources went into authentic storytelling.
Prime Video Canada's campaign truly reframed the narrative by ensuring authentic stories were being shown because every scene is an opportunity to feel seen.
Introducing: Not Just For Show
After Pride Month, Canadians talked 122% more about Prime Video than ever before — associating Prime Video as an ally to the community.
Our influencers were so vested in the campaign they delivered 166% more content than contracted.
Media and other influential voices also took note, driving incremental PR coverage to our campaign — adding an incremental value of $1.02M in earned media.
Overall, our campaign had unprecedented results for Prime Video Canada with 73.6M impressions, +171% organic engagement, and a first-ever industry set of guidelines that ensured future 2SLGBTQIA+ stories were told authentically.