“The world is evolving; it’s time our words do too.”

Disney Star has launched their new “Words of Pride” campaign, an advocacy initiative that highlights the importance of choosing the right vocabulary when addressing the LGBTQIA+ community across multiple Indian languages.

Conceptualized by 22feet Tribal Worldwide, the central theme of the campaign is encapsulated by “The word is evolving; it’s time our words do too”.

Disney Star’s video is incredibly touching, showcasing several members of the LGBTQIA+ community describing their own experiences with their identity and the struggles they endured due to several factors, including the time period they were born in and the fact that they didn’t know how to express themselves in their own language. This showcases the importance of adapting to changing times, finding the right terminology to describe one’s sexuality, and making the world as aware of it and respectful of it as possible.


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To strengthen their campaign even further, Disney Star has unveiled a new website that puts together a list of helpful words that one can use to address the LGBTQIA+ community properly and respectfully. This was made in collaboration with linguists and language experts from the LGBTQIA+ community and is currently available in multiple languages: English, Hindi, Bengali, Kannada, Telugu, Malayalam and Tamil.

Minakshi Achan, Head – Network Brand & Creative Communications, Disney Star, said: “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.”