Fighting prejudice through effective communication strategies
A recent media-monitoring study conducted in the Caribbean region by the International Gay and Lesbian Human Rights Commission (IGLHRC) and United and Strong St. Lucia, identified key problems with media coverage of LGBTI issues in the Caribbean: they found reporting that lacked nuance, was silent about the issues related to the LGBTI community and its concern or over-exposed individuals, along with sensationalistic and injurious coverage, and reporting that pathologized LGBTI peoples or indulged conspiracy theories. Under these circumstances, “uninformed reporting reinforces negative stereotypes and directly compromises the lives and livelihoods of LGBTI people”.
In an effort to improve media coverage of LGBTI news, the United Nations Development Programme sub regional office for Barbados and the OECS, hosted in June 2019 a 2-day training on media and communications to representatives of 7 CSOs from Barbados, Grenada and St. Lucia, led by Dr. Allyson Leacock (Executive Director of LIVE UP, the Caribbean Media Alliance and a PANCAP Champion). With the purpose of increasing the impact of their messages in various spaces, CSOs worked and practiced together to develop solid communication skills, learning how to draft press releases and social media work plans, how to manage press conferences and TV interviews, tips on making the best use of a set of common key messages and the most accurate and updated terminologies and guidelines for media coverage on gender identity and sexual diversity.
Through the analysis of study cases such as a fictitious communications strategy for the Barbados Pride parade and a number of real SOGI campaigns executed in different parts of the globe, trainers showcased the effectiveness of media tools for advocacy, helping to change behaviours and breaking down prejudice and stereotypes all over the world.
Barbados, Grenada and St. Lucia have already been experiencing very interesting and dynamic communication initiatives in recent years, such as the Dear Unicorn podcast: a LGBTQ podcast in which Raven, Olivia and Saadiq discuss topics, misconceptions, prejudices and share perspectives of LGBTQ related issues by people who live these realities daily in Barbados. Their fresh and strategic messages put a spotlight on the importance of protecting the rights of LGBTI people for a more inclusive Caribbean.
These trainings allow CSOs to acquire tools to more deftly navigate the mass media and social media landscapes for greater reach and impact for their message. They also help to build collaborations amongst CSOs, who are the key actors currently championing the LGBTI cause via mass and social media and are at the core of the “Being LGBTI in the Caribbean” capacity building strategy in an ongoing effort to build a stigma-free future for the Caribbean LGBTI community.
