Pride Month is a time for celebration, reflection and advocacy, and this year, regardless of the rumblings of companies staying quiet around DEI topics, brands and organizations are still stepping up. The creation of impactful campaigns can highlight and support the LGBTQ+ community—and that display ranges from dating apps to nonprofits and even PR firms. Here’s a roundup of notable Pride 2024 campaigns making a difference.
Lifestyle: Match Group, BLK
Match Group’s BLK Dating App launched its Pride month 2024 campaign, "It's Giving Space: Celebrating Queer Event Curators." This initiative aims to uncover and amplify Black LGBTQ+ stories, spotlighting three LGBTQ+ party collectives: Party Noire (Chicago), Global Warming (Brooklyn), and Lesbians in Houston (Houston).
The campaign features a dynamic content series highlighting the contributions of Black queer event and content curators and addresses the cultural challenges they face. Through videos and live events the approach is intended to ignite daily conversations among viewers, fostering a greater sense of connection and understanding across the community.
“With ‘It’s Giving Space,’ we aim to shed light on the rich subcultures and vibrant narratives that often go unnoticed,” says Jonathan Kirkland, Head of Brand and Marketing for BLK. “These community leaders are pivotal in shaping our cultural landscape, and their stories of resilience and creativity deserve to be heard.”
Fashion: Macy’s
Macy’s has long supported the LGBTQ+ community, and once again it’s collaborated with The Trevor Project. For the month of June, the department store will host a robust in-store and online round-up program to benefit the nonprofit suicide prevention organization to support youth nationwide with comprehensive resources, including 24/7 crisis services, public education, research, advocacy, peer support and more. Macy’s will also highlight LGBTQ+-owned, founded and designed brands by showcasing product and unique brand stories through online shopping events and more.
“Our long standing partnership with The Trevor Project supports LGBTQ+ youth through access to lifesaving counseling services and uplifting PSAs that encourage young people to live their truth and embrace their authentic selves.” says Bobby Amirshahi, Macy’s, Inc. SVP and Head of Corporate Communications, Social Impact, and Government & Public Affairs.
Food: Chipotle
Chipotle is bringing back its "Love What Makes You Real" campaign for Pride month and beyond, inviting fans to showcase their pride and allyship with merchandise, designed in partnership with its PRIDE Employee Resource Group.
Starting June 1 and while supplies last, Chipotle will offer 'The Pride Edit' on Chipotle Goods featuring inclusive merch in rainbow colorways, to help team members and fans celebrate the LGBTQIA+ community. For each item sold, Chipotle will donate $10 to GLAAD, with a minimum donation of $5,000 and a maximum donation of $25,000.
Chipotle will also offering a limited-edition crew uniform option featuring the ‘Love What Makes You Real’ tagline to highlight allyship and acceptance in its restaurants.
“As a company that has long embraced diversity and inclusion, we recognize the importance of creating a safe and welcoming environment where all guests, employees and restaurant team members can be their real, authentic selves,” says Ilene Eskenazi, Chief Human Resources Officer. “Cultivating a better world requires a year-round commitment from all of us.”
Nonprofit: GLAAD
GLAAD, an LGBTQ+ media advocacy nonprofit, in partnership with storytelling studio GROUND Media, launched the “Here We Are” campaign to counteract the rise in anti-transgender rhetoric and legislation. This comes at a time when GLAAD research shows less than 30% of Americans know a transgender person and offers greater understanding.
The initiative features six documentary-style videos showcasing the lives of three transgender individuals and their families, promoting acceptance, visibility and understanding. The campaign will be featured nationally on major networks, focusing on states where transgender people face significant legislative challenges.
“At a time when anti-transgender rhetoric and legislation are growing at alarming and dangerous rates, it is crucial that Americans hear from transgender people about their lives and how the current political and cultural climate can be harmful to them,” says GLAAD President and CEO Sarah Kate Ellis. “Most Americans are exposed to trans issues through media-biased narratives. [This] new campaign dispels these misconceptions to introduce Americans to transgender people and their supportive families who showcase that trans identity is real and that everyone deserves to be who they are and live safely.”
Agency: Mark Allen & Co.
PR firm Mark Allen & Co. introduced "PrideNOW," a specialized PR service designed to help communicators and marketers authentically connect with the LGBTQ+ community year-round. Led by R. Kurt Osenlund, Vice President of Client Relations and former Out Magazine Editor, the service offers strategic development, media relations, content creation, and community engagement initiatives tailored to the unique needs of LGBTQ+ audiences.
“Between reputational missteps from brands and continued attacks on the LGBTQ+ community, CEOs and CMOs must answer a growing mandate to authentically connect with LGBTQ+ audiences,” says Mark Pasetsky, CEO of Mark Allen & Co. “PrideNOW will empower marketers to demonstrate genuine support for the LGBTQ+ community every day of the year.”
Nicole Schuman is Managing Editor for PRNEWS. Follow her @buffalogal