Billboards that includes LGBTQIA+ {couples} and the phrases “Massachusetts For Us All” are popping up all throughout Florida and Texas, mentioned Governor Maura Healey on Twitter, including, “Comfortable Delight everybody.”
The billboards are part of a brand new marketing campaign launched by the Massachusetts Workplace of Journey & Tourism “selling Massachusetts as a welcoming and secure place for all,” in accordance with a press launch. The commercials are positioned on freeway billboards throughout New England, Florida, Texas, and New York, celebrating the “various and inclusive nature of the state.”
“At a time when different states are misguidedly limiting LGBTQIA+ rights, we’re proud to ship the message that Massachusetts is a secure, welcoming and inclusive place for all. The ‘Massachusetts For Us All’ marketing campaign sends a transparent message that Massachusetts stands for freedom and civil rights,” Healey mentioned within the press launch. “To anybody contemplating the place they wish to stay, elevate a household, go to or construct a enterprise — we wish you to affix us right here in Massachusetts.”
Florida and Texas are amongst states which have launched a wave of anti-LGBTQIA+ legal guidelines just lately within the midst of what the LGBTQ advocacy group Human Rights Marketing campaign calls a state of emergency for the group. Florida, for instance, has prohibited educators from educating about sexual orientation or gender id from Pre-Ok by way of eighth grade.
Sarah Stanton, undersecretary of financial methods who labored on the marketing campaign, mentioned that one of many financial promoting factors about Massachusetts is its dedication to defending LGBTQIA+ rights and reproductive freedom, so the tourism workplace needed to advertise the state by way of its range and inclusivity of all communities.
The marketing campaign coincides with Delight Month, in addition to the governor’s tackle to the Irish Senate Tuesday to rejoice the thirtieth anniversary of the decriminalization of homosexuality in Eire.
There are 20 billboards operating for eight weeks throughout the Northeast, six in Texas operating for 4 weeks, and 6 in Florida operating for 4 weeks, in accordance with Meggie Quackenbush, director of communications on the Massachusetts Govt Workplace of Financial Improvement.
“Florida, very like many states within the nation, in addition to Texas, has a thriving financial system that doesn’t essentially share the identical values that Massachusetts has,” Stanton mentioned. “We needed to make it possible for we have been selling our values as a part of an financial promoting level for Massachusetts, maintaining our fixed objective of accelerating our competitiveness, and in addition being unwavering in our commitments to LGBTQ+ rights and reproductive freedom.”
Stanton mentioned that the Massachusetts Workplace of Tourism and Journey hopes to proceed creating campaigns that showcase the state’s range and inclusivity of all communities.
“We’re actually hoping to proceed to have campaigns which might be inclusive of this nature, but in addition simply actually remind of us that we’re right here, we’re secure,” Stanton mentioned. “We wish individuals to come back right here and construct a life.”
She added that she hopes the marketing campaign sends the message that Massachusetts could be a save haven for these residing elsewhere who don’t really feel supported, welcome, or don’t really feel at dwelling the place they’re at present residing.
“Massachusetts is a superb state, and has an unbelievable training system, now we have this actually booming well being care system, we’ve received a lot to supply right here,” Stanton mentioned. “However on the very base of it, we’re a spot the place you possibly can love who you wish to love.”
Ashley Soebroto could be reached at ashley.soebroto@globe.com. Comply with her on Twitter @ashsoebroto.
