Japanese PR agency Sunny Side Up today announced a partnership with US-based Target 10, a lesbian, gay, bisexual and transgender (LGBT) marketing firm, to promote LGBT issues.
It is one of the first arrangements of its kind between a Japanese and a US agency.
In a statement, SSU said it hopes collaborating with Target 10 will better equip it to offer communications services to companies with respect to LGBT issues in Japan.
Over the past few years, SSU has worked to raise LGBT awareness by handling PR work for Tokyo Rainbow Week, and it also launched the SSU Diversity Lab in July.
In turn, Target 10 says the arrangement will help deepen its understanding of the Japanese LGBT community and culture.
The firms said they intend to exchange information, plan projects and create new business opportunities together by approaching brands with LGBT-related insights.
Etsuko Tsugihara, SSU president, said: "We are extremely excited about this first international collaboration regarding the LGBT market in the US and Japan while this movement of diversity goes on.
"Through this opportunity, we will endeavour to create a society where there are no words and borders of ‘diversity’, and where people identify and understand each other."
Matthew Tumminello, president of Target 10, said: "This relationship builds on the work that Target 10 has been doing in the US for more than a decade and underscores the rapid progress being made on LGBT issues.
"Bringing a global perspective to LGBT marketing is important not only for our industry but also for the advancement of LGBT equality."