US – The spirits brand is launching a campaign to support LGBT+ spaces with a short film and fundraiser that draws attention to the falling number of lesbian bars.
With such safe and social drinking spots dwindling in number for LGBT+ communities, Jägermeister’s documentary gives a voice to bar owners, activists and archivists discussing the positive impact lesbian bars have had on their lives. The campaign, dubbed The Lesbian Bar Project, seeks to preserve these spaces through awareness and fundraising. The documentary also expands on the brand’s #SaveTheNight campaign, which curates community events for LGBT+ groups and works to preserve nightlife during and after the pandemic.
Elina Street, co-director of The Lesbian Bar Project documentary, says: ‘The documentary spotlights [our] hopes for the future but also takes a look back at the safe spaces that influenced the queer community throughout history.’
In response to a lack of Safe Spaces, brands have an opportunity to support people in carving out alternative homes and hangouts for marginalised communities.