Rein Demunter works as a teaching assistant and PhD student at the Department of Communication Studies at the Vrije Universiteit Brussel (VUB). In 2016 she graduated from the VUB with a master thesis on the effect of gay identity on the perception of Flemish lesbians, gay men and bisexuals (LGB) of gay advertising. Her doctoral research focuses on LGBTQ+ people and their reception of targeted gay advertising. Given her interest in the diversity within the gay community, the research will focus on different subsegments within the LGBTQ+ community, like for members with a migration background. The purpose of this research is to develop insights into the diversity of perceptions of gay-oriented advertising and to obtain knowledge on how to communicate and advertise more effectively towards different subgroups of the LGBTQ+ community.