But Pride is not just one big glitter-fest party. It’s a time to reflect on how rights have progressed, and to remember the brave LGBTQIA+ heroes who stood tall and said, “I am what I am!” in the face of oppression.
We can celebrate positive progress but there is still inequality and injustice to be addressed. This is why visibility is vital and Pride is still a necessity. Dispelling false narratives and preventing disinformation are essential if we want positive progress. A world where each of us can live life as our authentic self, free from discrimination and the threat of violence, is something to strive for.
Pride is not a gimmick. It is a vital tool for positive social change, and education about a vibrant community that is still widely misunderstood. Brands producing Pride related advertising and marketing have a responsibility to remember this. With this in mind, I’ve compiled some of my favourite Pride Month 2024 campaigns and will be spilling the tea on why I think they ‘slay the house down’!
Calvin Klein: ‘This is Love’
Scrolling on TikTok, my attention was grabbed by a behind the scenes shot of two incredibly talented dancers (Mauro Kerkhof and Diego Pasillas) performing with vigour as if in the depths of a New York ballroom. Now let me be clear: we’re not talking ‘Strictly Come Dancing’. Drag balls date back to the 1890s and were the most significant collective events for gay people in the early 20th century. Thanks to these inclusive and supportive spaces, gay and queer people of all races would come together to dance and present in elaborately fashioned clothing.
Starring Cara Delevingne, who identifies as pansexual, the full campaign video is set to ‘100% Pure Love’ by Crystal Waters. Director Gordon Von Steiner has done an excellent job in capturing the vibrancy of the community against the juxtaposition of a monochrome pallet. I love the ambitious decision to move away from the rainbow colours typically associated with Pride campaigns. Instead, it shows the diversity and richness of the community through movement, tastefully choreographed by Sergio Vsreis.
And for those of you who like a bit of spice, this campaign certainly does not disappoint, with Calvin Klein’s underwear featured throughout.
Not just surface deep, the company works in partnership with both the ILGA World and Transgender Law Centre to support them in their mission to progress LGBTQIA+ equity and safety.
Starbucks: ‘By Us and For Us’
A polar opposite to Calvin Klein’s monochrome campaign, Starbucks’ Pride merch collection features all the glitz, sparkle and rainbow colours often associated with the annual celebration. Through its Artist Collaboration Program, queer Illustrator Sophie Birkin has created a range of fabulous drinkware.
The designs feature a diverse collection of people and non-heterosexual couples within a romanticised and nostalgic compilation of items such as Polaroid slides, gummy bears, and mini pots of glitter.
My favourite item, a 24-ounce stainless steel cup, depicts a Pride march. Set against a backdrop of soft pink and orange, a Pride flag is waved high as the diverse crowd marches positively forward. I love how this item acknowledges the history and importance of Pride, a protest for equality and freedom, in a way that is still fun and celebratory. Birkin aimed to create a range that is uplifting and empowering – mission accomplished.
Working from the inside out, Starbucks makes continued efforts to remain informed and be an ally to its LGBTQIA+ employees. Talk is backed up by actions, with the company supporting positive progress by:
- Advocating for equality
- Investing in community causes that matter to its LGBTQIA+ employees
- Ensuring healthcare benefits are inclusive to all employees
- Donating over $1.5 million to LGBTQIA+ causes since 2019 in the US and Canada
Many organisations make the mistake of guessing what support will matter to their employees. Starbucks has understood the best way to grow and promote meaningful change is by listening to those who are directly affected. Its campaign demonstrates that great things can be achieved when minority voices are uplifted and heard.
Skittles: ‘See the Rainbow’
For many years now Skittles has committed to creating prideful campaigns with deep meaning and positive impact. This year is no exception. Aside from being vibrantly colourful by nature, the confectionary brand encourages people to ‘see the rainbow’ and let their colours shine.
Its 2024 campaign encourages finding your community. Being LGBTQIA+ can be an incredibly isolating experience. Especially in the early stages of discovering your authentic self, you may not know anyone else who is like you. The feeling of being ‘different’ can quickly become painful and damaging. Without like-minded people and positive role models, many LGBTQIA+ people lose hope and sadly many still meet tragic ends as a result. Community is crucial.
Skittles has partnered with Meetup, a platform that connects people with similar interests to local events, to create the Skittles LGBTQIA+ Directory. The campaign highlights many of the interests and talents of people within the LGBTQIA+ community. Through its partnership with Meetup, Skittles is giving individuals the opportunity to find local events that allow them to connect with others who share their passions and can relate to their identity.
This campaign truly warms my heart and is one of the best examples of a Pride campaign done right. The limited-edition pride packaging is, of course, colourful and fun, along with the commitment to donate $1 from each pack sold (up to $100,000). But Skittles has made the effort to go deeper, creating something which is positively impacting the lives and journeys of LGBTQIA+ people. Having had a search through the Directory, I’m impressed by the variety of LGBTQIA+ focused events on offer in London from a book club, cocktails and tacos evening, to tech meetup, coffee morning… the list goes on.
Its partnership with GLAAD, an organisation that works to advance LGBTQIA+ acceptance, further shows the brand’s commitment to truly understanding the community.
Golden wisdom at the end of the rainbow
If there is one golden nugget of marketing expertise here it is this: When aiming to represent the LGBTQIA+ community (or any minority group for that matter), listen to the people who are directly affected before taking action. Instead of blindly moving forward with what you ‘think’ might be useful or desired, take the time to speak with the community and gauge which issues really matter before deciding what you can offer in support. This is why diversity in the workplace is so important. It makes this process a whole lot easier as diverse minority voices are already involved in the daily decision-making and can help shape more rounded and inclusive campaigns just by being there. But even then, you’ll be amazed at what you learn by reaching out further and simply listening to people whose voices are less often amplified.
All the brands featured here have done their prep to ensure they highlight assets and address issues that really matter to the LGBTQIA+ community. As a gay man myself, I can say that I feel fairly represented by these campaigns: they feel gimmick-free and have true pride at their core.
