We are approaching Pride Month this June. This is a great chance to elevate the voices of LGBTQIA+ and increase visibility – and it is important for businesses to get involved and show support.
But sometimes Pride campaigns can go a little wrong… why is this? And what can we learn from the best and worst Pride campaigns so the same mistakes don’t happen again?
Put your Money Where Your Mouth is
While Pride is a celebration of queer joy, it also illuminates the ongoing struggles that the LGBTQIA+ community continue to face. Increasing visibility is great, but actually donating to the cause is important, too, and gives your campaign more weight.
Avoid the Curse of ‘Rainbow Washing’
Have you heard of the dreaded ‘rainbow washing’? This is when companies slap the rainbow design on any old product just to appear supportive of Pride. It’s a pretty cheap trick which will leave your campaign feeling hollow.
Elevate and Appreciate
Too many Pride campaigns are developed without even involving any actual LGBTQIA+ people. Make sure that your own campaign puts the community and individuals at the forefront, providing a space to tell unique stories and giving a platform and voice that might otherwise be difficult for LGBTQIA+ people to access.
Don’t Turn the Rainbow off
All too many companies only light up the rainbow for Pride Month and forget about campaigning for visible inclusivity for the rest of the year. Take your campaign further than June by being inclusive all year round! True equality isn’t just for a single month, it should be something that is at the heart of your company every single day.
Reflect on Your Own Reasons
This is a tough one because you are trying to do something good for the LGBTQIA+ community by running a Pride campaign. But before you begin rolling out your social media marketing and any associated Pride products, take a while to reflect and discuss. Are you really doing this for the LGBTQIA+ community and not just for your own gain, both financially and to appear inclusive? By checking yourself like this, you can create a truly special campaign that can make a difference.
Running a successful Pride campaign is all about making it real – not something you do just for recognition and increased social media clout. If you want to ensure that you are doing Pride the right way, reach out to CDA for support with everything from digital marketing and web development to improving your branding. And most importantly, have a safe and happy Pride!
