Disney Star has unveiled the ‘Words of Pride’ campaign which is an advocacy initiative aimed at cultivating awareness and use of the right vocabulary for addressing the LGBTQIA+ community across India. The central theme of the campaign, ‘The world is evolving; it’s time our words do too,’ highlights the importance of choosing appropriate terminology when addressing the LGBTQIA+ community across multiple Indian languages. The campaign is conceptualized by 22feet Tribal Worldwide.
The campaign is an attempt to educate cishet people about challenging the historical biases perpetuated by the continued misuse of language and put a strong emphasis on reintroducing and promoting respectful terminologies within Indian languages to better adapt to changing times.
Minakshi Achan, Head - Network Brand & Creative Communications, Disney Star, “Words hold extraordinary power – they can make us feel seen, heard, and valued. Fortunately, respectable words to address the LGBTQIA+ community do exist in our languages, but over the years they have been misused or forgotten. Our effort has only been to reclaim them such that they become a part of our daily discourse. At Disney Star we believe that by harnessing the power of language and advocating for appropriate terminology, meaningful conversations can be ignited, facilitating an intentional and dignified approach to using inclusive vocabulary with the LGBTQIA+ community.”
To further align with the campaign, Disney Star has launched a website that puts together a list of respectful words to address the LGBTQIA+ community properly. It is put together with language experts and linguists from the LGBTQIA+ community and is made for everyone and is currently available in English, Hindi, Bengali, Kannada, Telugu, Malayalam and Tamil.
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