#2 Skittles’ QR Codes for Prideįor the last 2 years, Skittles has made a bold statement on its candy packaging to show its solidarity with the queer community during Pride month. A Dynamic URL QR Code or an App QR Code would have opened up a rainbow of possibilities: either leading the user to a landing page or Google Play, Apple Store, or Amazon Appstore. We only wish QR Codes would have been used in this campaign. Tech opens up a universe of possibilities enabling us to engage with different voices and poignant stories of people from the LGBTQIA+ community across the world. As a call-to-action (CTA), users are encouraged to use Instagram filters to share their own Pride stories on social media. Once users scan the rainbow, they are directed to the “Beyond the Rainbow” landing page, giving them access to hearing stories from a diverse range of LGBTQIA+ folk from all across the world. It functions quite similarly to scanning a QR Code, but instead of scanning pixelated patterns, you’re scanning rainbows via the H&M’s web app. A diverse set of voices sets it apart, which is what the flag is all about.Īnd while we access these stories through vibrant rainbows, it’s merely just an entry point. Part of the campaign’s success lends itself to how they go beyond the rainbow hues - getting to the heart of it by humanizing the universal yet unique LGBTQIA+ experience. You’ll hear individual narratives from a diverse group - influencers activists, artists, singers, and actors, including in-house H&M employees, why their stories matter, and how amplifying voices within this global community invites others to live a little prouder and authentically. It’s centered around narrating personal stories from different voices within the LGBTQIA+ global community. “Beyond the Rainbow” is a global campaign that ran from June to September 2021. These campaigns capture the heart of Pride. Take a squizz at these campaigns and model how they pulled it off. They showed genuine allyship, amplified the voices of the LGBTQIA+ community, and created impactful marketing campaigns - without the fluff. These campaigns knocked it out of the park. Employ QR Codes for Pride campaigns - by implementing square grids in your campaign, you’ll benefit from QR Code tracking when you use a Dynamic QR Code - and create seamless offline to online experiences for your audience.Join forces with LGBTQIA+ non-profits - Trevor Project, GLAAD (Gay and Lesbian Alliance Against Defamation), and GLSEN (the Gay, Lesbian, and Straight Education Network), to name a few.All year round, brands have the opportunity to create sustainable change by creating a culture of inclusion and belonging for queer people within their work organizations and in their campaigns. Consumers are wide awake to performative support. Don’t just focus on the month of Pride - it’s not enough to be a Pride Month ally. Give the stage to queer influencers and leaders - if you genuinely want to use your platform to lend support to the movement, put the spotlight on someone who can be a spokesperson for your campaign.Stay clear of rainbow washing - this describes how businesses capitalize on the Pride symbol - the rainbow in an attempt to show performative support for the LGBTQIA+ community without lifting a finger to support the marginalized community in a tangible way.Here are a couple of pointers to keep in mind when you’re strategizing for your campaign. It’s commonplace for companies to only show their support for the queer community during the month of Pride. Rules of thumb for Pride Month Campaigns: A year later was the first Pride march, marking the one-year anniversary of the Stonewall Uprising. This is cemented in history as the Stonewall Riots - a turning point for the Gay Liberation Movement. What began as a police raid, escalated into consecutive days of protesting. This time though, patrons and neighborhood residents, tired of the relentless police harassment, fought back. It was one of those regular nights at the Stonewall Inn when the police, once again started raiding the New York City gay bar. Pride Month is an annual celebration uplifting lesbian, gay, bisexual, transgender, queer, intersex, and asexual culture - supporting their rights, activism, and humanity. The rainbows and coordinated color displays may be our first point of reference for Pride, but don’t let the colorful arrays overshadow the purpose of why we commemorate Pride. #5 The Anderson house project fundraising campaign
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