June is Pride Month, in honor of the 1969 Stonewall riots that sparked the gay rights movement. In recent years, brand and agencies have been more overt in their support of the LGBTQ community, and activation shave grown in size and scope.
Here are some of the best Pride-related campaigns from this year.
"Strands for Trans" for Barba from Terri & Sandy
Salons and barber shops are some of the most gendered public spaces, but men’s grooming shop Barba is showing support for transgender men and women with a simple but overlooked privilege: haircuts without harassment. During Pride, customers can get their hair dyed blue, pink and white (the colors of the transgender flag) for free. Even Marc Jacobs took advantage of the offer.
"I’ve been deeply moved by recent news stories of trans discrimination and decided it was time to do something about it," said Xavier Cruz, owner of Barba. "What’s so amazing about ‘Strands for Trans’ is it shows trans men and women that lots of people support them; whether they’re a he, she or ze."
"Let’s Never Stop Dancing" for Kimpton Hotels by Quirk Creative
Kimpton has been offering Pride deals at its hotels for more than a dozen years. For this year’s pride, they enlisted vogue dancer Leiomy Maldonado to create short films showing off her skills and teaching visitors a few moves. The hotel chain is also making a donation to The Trevor Project, a suicide prevention hotline for LGBTQ youth.
"Supporting a safe and judgment-free place for young people to go is crucial," the company said in a statement. "Kimpton is honored to be a part of an organization that dispels judgment and allows us to infuse our heartfelt care into our communities."
"Nashville" for Budweiser
ABC cancelled country music drama "Nashville" last year, but CMT picked it up, allowing for a broader range of advertisers. This season, Budweiser is getting meta, creating a Pride campaign within the show itself. Openly gay singer Will Lexington, played by series regular Chris Carmack, becomes a Bud pitchman in a purposefully clichéd spot.
The storyline begins this month, but the ad won’t run on the show until early July. It will also appear on Budweiser social media feeds, but it won’t make it to actual TV buys.
"Reverse Parade" for GoNOLA by 360i
This event actually took place a few months ago during Madi Gras, but the sentiment is Pride-appropriate. To celebrate progress and warn against returning to less enlightened times, the New Orleans Tourism Marketing Corporation staged a reverse Pride parade. Marchers walked backward, taking of makeup and costumes, removing wedding rings.
"New Orleans has a history of welcoming all people all the time," said Mark Romig, President and CEO of NOTMC. "The amount of excitement and numbers of citizens who came to participate in the parade and film is a testament to the city’s determination to never relinquish its achievements in human rights."
"Standing Together" for GLSEN from Wells Fargo
Wells Fargo’s in-house agency created short films profiling LGBTQ advocacy organizations the bank supports, including the Gay, Lesbian and Straight Education Network, which fights bullying and harassment in schools.
The campaign also includes films about the scholarship fund the Point Foundation, The Trevor Project and LGBTQ elder advocacy group SAGE. In the last few decades, Wells Fargo has donated more than $50 million to these organizations
"LGBTQAlphabet" for Equinox by Wieden+Kennedy New York
A common complaint about the gay rights movement is confusion over labeling. Is LGBTQ inclusive enough? Jokes about acronyms are easy ways to dismiss more meaningful conversations. So this year, Equinox doubled down, partnering with The LGBT Community Center in New York City to create an entire alphabet of representation.