Pride is here once again and so are some amazing ad campaigns. This year’s lineup has everything from classic rainbow imagery to heartfelt messages. If you find the time between events, take a look at this year’s stellar lineup.
Pride exists for a reason
LGBTQIA+ community members gather and celebrate this time of year for a reason. Pride wasn’t born out of a love to party, it was born out of a need to protest, to be visible, and to build acceptance. It is a way to celebrate what people were taught to be ashamed of.
The advertisers who get Pride right are the advertisers who understand this and provide support year-round. They are the advertisers who step up and make more than just a flashy ad, but a campaign that works to make a difference.
The top 4 Pride campaigns of 2024
These are the best of the best from this year’s Pride ad lineup.
Macy’s and the Trevor Project – Styles of Pride: Express yourself
Macy’s teamed up with The Trevor Project to show that LGBTQIA+ youth deserve to be loved and be embraced just as they are. This beautiful series of interviews highlights the importance of embracing people as their authentic selves. Self-expression is vital and still isn’t safe for everyone, The Trevor Project is working to make universal acceptance a reality. By using its platform to uplift such an incredible organization, Macy’s demonstrates allyship and authentic support.
PPK and the Rose Dynasty Foundation
This pro-bono campaign from Tampa-based agency PPK spreads awareness about homelessness and housing instability – an issue affecting 28% of LGBTQIA+ youth. The ad depicts a heart-stirring story and works to encourage donations to the Rose Dynasty Foundation, an organization working to provide resources and support to the LGBTQ+ community. PPK has partnered with the foundation since 2023, showing dedication to the LGBTQIA+ community.
TD – Acceptance
By sharing stories this ad shows TD’s genuine care and understanding of LGBTQIA+ issues and experiences. This heart-warming ad declares proudly that “Everybody deserves to feel included.” TD follows through on this message by supporting causes that work to create safe spaces for the LGBTQIA+ community. Actions speak louder than words and TD proves that by supporting over 230 organizations across North America.
Converse – Proud to Be
Converse is back with its annual Proud to Be campaign. This year the annual campaign partners with It Gets Better, The Ali Forney Center, BAGLY Inc., The Theater Offensive, Homotopia Festival, COC Nederland, and IGLYO. The long lineup of LGBTQIA+ organizations and the wonderfully queer cast showcase the beauty of pride and the power of allyship.
Key Takeaway:
Authenticity is everything – especially in creating an effective Pride campaign. The LGBTQIA+ is increasingly wary of rainbowwashing and for good reason. Pride was born out of a need to be seen and to build acceptance in a world that treated (and continues to treat) people unfairly. That need continues; when creating messaging for Pride month brands need to fully embrace that message or leave well enough alone.
To see more from illumin, be sure to follow us on X and LinkedIn where we share interesting news and insights from the worlds of AdTech and advertising.
