In its post election ad, AirBnB unveils its Community Commitment. All users must now sign this nondiscrimination pledge. Via Adweek:
A diverse group of Airbnb hosts and staff representing various races and age groups appear in this minute-long film, “Accept,” which touts the service’s recently introduced Community Commitment. Poignant in its own right, the spot resonates even more strongly in light of Tuesday’s election results.
All users must now sign this nondiscrimination pledge, or they won’t be allowed to host or book through Airbnb. The policy states, “I agree to treat everyone in the Airbnb community—regardless of their race, religion, national origin, ethnicity, disability, sex, gender identity, sexual orientation, or age—with respect, and without judgment or bias.”
Airbnb unveiled the oath as the month began, following a series of embarrassing episodes of alleged discrimination. Some of these transgressions have been catalogued via the hashtag #AirbnbWhileBlack.
Produced in-house, “Accept” takes a no-frills approach. Faces of men and women flash by, along with on-screen text that begins, “We believe that no matter who you are, where you’re from, or where you travel, you should be able to belong.”
“The energy from the election made acceptance all the more important for moving us forward as a global community,” says CMO Jonathan Mildenhall, Adweek’s 2016 Brand Genius winner for hospitality marketing.