04 JUN 2021
5 MIN READ
Pride month is hugely celebrated by those in the LGBTQIA+ community as well as the many, many advocates that support the community every day.
This year, we have seen brands share some colourful and inclusive campaigns to highlight their allyship for every he, she and them among us.
H&M Beyond the Rainbow
For Pride Month, H&M has launched their Beyond The Rainbow campaign, which features American actress and singer Michaela Jae Rodriguez among other LGBTQIA+ celebrities, as well as some of their very own employees. The campaign aims to inspire individuals to share their own stories in the spirit of Pride, and has harnessed breakthrough image recognition technology, allowing users to scan any rainbow Pride flag to be taken to the Beyond The Rainbow landing page where they can enjoy true stories from diverse individuals from the community. The tech helps illustrate an important point – the true meaning of Pride goes beyond the colours of the flag and is about the heartfelt experience of members of the LBGTQIA+ community.
Everyone is Awesome
LEGO has announced a new Pride Month-themed set titled ‘Everyone Is Awesome’, which is a spin on the extremely catchy song from ‘The LEGO Movie’. The rainbow-themed set features 11 monochrome figures, each with its own unique hairstyle and colour. The figures are designed to not have a specific gender, except for the purple figure which represents fabulous drag queens. The model symbolises inclusivity and celebrates everyone, no matter how they identify or who they love.
Colours of Pride
To mark this year’s International Day Against Homophobia, Biphobia, and Transphobia (IDAHOBIT), Canadian non-profit Fondation Émergence has reimagined the Pride flag with images of real wounds and bruises sustained by victims of transphobic and homophic hate crimes in a campaign called “Colours of Pride”. To create the new flag, Fondation Émergence, which created IDAHOBIT in Quebec in 2003, collected the testimonies of LGBTQIA+ activists who have experienced violence. Using images of wounds from the injuries they suffered, the reimagined Pride flag is a symbol of resilience, strength, and the triumph of equality over marginalization, exclusion, and violence.