DigitasLBI joins #boycottdolcegabbana protest

Anti-diversity and inclusion comments by iconic fashion duo and brand Dolce & Gabbana have prompted a #boycottdolcegabbana online campaign, fronted by none other than Sir Elton John.Marketing and technology agency DigitasLBI has since joined in the protest, declaring their support for equality and diversity. The agency’s symbolic gesture comes in the form of ‘iitasLBI’ – that is, by dropping off the letters ‘g’ and ‘d’ from their agency’s as well as personal names, prompting yet another hashtag, #dropDandG .Dolce and Gabbana, who are both gay and were themselves a couple, had made remarks labeling IVF babies as “synthetic children”. The duo said that gay parents should not be allowed to adopt children because it goes against the traditional mores of what a family unit means to them.The designers said: "We oppose gay adoptions. The only family is the traditional one … No chemical offsprings and rented uterus: Life has a natural flow, there are things that should not be changed," Dolce said in an interview with Italian magazine Panorama, translated by the Telegraph."You are born to a mother and a father — or at least that’s how it should be," said Dolce. "I call children of chemistry, synthetic children. Uteri [for] rent, semen chosen from a catalog."Their comments have sparked condemnation from celebrities such as Elton John, Victoria Beckham and Ricky Martin – all of whom joined in the hashtag movement as a sign of protest.How dare you refer to my beautiful children as "synthetic". And shame on you for wagging your judgemental little fingers at IVF - a miracle that has allowed legions of loving people, both straight and gay, to fulfil their dream of having children. Your archaic thinking is out of step with the times, just like your fashions. I shall never wear Dolce and Gabbana ever again. #BoycottDolceGabbanaA photo posted by Elton John (@eltonjohn) on Mar 14, 2015 at 10:29pm PDT.@dolcegabbana ur voices R 2powerfull 2B spreading so much h8 http://t.co/30Oe2hcxNt Wake up,Its 2015 Luv urselves guys #boycottdolcegabbana — Ricky Martin (@ricky_martin) March 15, 2015I am a child born of love and nothing else. #IAmNotSynthetic #IVF pic.twitter.com/aOET3Bn3v5— Josephine Skriver (@JosephinSkriver) March 16, 2015https://twitter.com/victoriabeckham/status/577388189012357120In a statement to Marketing, Joseph Barratt, managing director at Mutant Communications, commented that, “It’s a strange thing for Dolce & Gabbana to go against the grain of an industry that celebrates diversity. The boycott campaign not only damaged relations with celebrities, but it has massively alienated a large crop of their client base.”  To ensure that the controversy does not impact them in the long run, Barratt added: “The designers should not continue being actively hostile and should instead offer an apology. They should be genuine in their communication with their audience. Moving beyond this, the brand should focus on producing quality fashion. Their comments were unnecessary and it has damaged the brand for no reason.”Daniel Yap, head of creative communications, Right Hook Communications shared his perspective with Marketing: "Dolce & Gabbana is a household name and widely respected in spite of several controversies in the past. Their brand will likely take a hit, but it could be an opportunity to reposition. Both Dolce & Gabbana have stuck by their statements so it is unlikely that they would make a U-turn on the issue. However, their appeal to the right wing market could increase and set them apart from the mass of liberal-aligned fashion brands."Gogulan Dorairajoo, chief executive officer of Rantau PR, said that communications today is different than it was a couple of years ago, and brands can rebound with a well thought-out communications plan that reacts to a crisis. News, he added, has become “snackable” and opinions can change with just the headlines. Thus, a brand’s communications plan needs to be a living and breathing tool. “Now more so now than ever, brands need to give their communications team a seat at the table, from designing the brand's messaging to creating policies of public and media do's and don'ts.  Having said that I doubt the Dolce & Gabbana brand will suffer too much till the next 'celebrity crisis' comes along.”