Medibank is once again sponsoring the 2018 Sydney Gay and Lesbian Mardi Gras with the return of its interactive ‘Kiss Cam’ float for this year’s parade.
The company said #BetterwithaKiss will build on the success of the 2017 campaign and help explore whether a kiss can mean more today than it did yesterday as Mardi Gras celebrates 40 years of progress and evolution.
The interactive ‘Kiss Cam’ float encourages parade-goers to 'pucker up' for the roving cameras.
The campaign is being fronted by newly announced Medibank Mardi Gras Ambassador, entertainer and transgender advocate, Jordan Raskopoulos, who will host a Facebook Live stream of the parade.
According to Medibank general manager of marketing, Fiona Le Brocq, “With the landmark passing of marriage equality in Australia, there’s never been a better time to celebrate how far we’ve come. This progress has been heartening, but we know there’s always more that can be done to ensure all Australians feel equal and supported to love who they love.
“Last year, we created a platform based on the message that we’re all better with a kiss with the ones we love, and that every kiss should be equal. This year, in line with the theme of ‘40 years of evolution’, we aim to build on this platform by highlighting the kiss’s endurance over time, and its power in continuing to stand up for hope, love, equality and acceptance.”
Medibank said it has also launched an integrated partnership with SBS - the official Mardi Gras Broadcast Partner - with the partnership including broadcast advertisements and advertorial online support.
Medibank head of diversity and inclusion, Gemma Saunders, said: “We’re excited to be returning to Mardi Gras after a momentous year for our community. We have no doubt that this period will stand out as a unifying moment in our history - one that not only honours equality, but also celebrates the rich diversity that makes up our country.”