Our Favourite Pride Campaigns 2022

Thoughts -

Pride is all about celebrating members of the LGBTQ+ community and remembering the people who fought for their rights. It’s an opportunity for brands and businesses to prove their allyship to those who identify as LGBTQ+ through celebrating, showing support and raising awareness of the community.

Each year, Pride appears to get bigger and bolder, with brands growing more experimental with their campaigns and advertisements. It’s all about breaking the mould, collaborating with charities, and shouting louder about the cause. And this year was no exception.

Check out our favourite Pride campaigns of 2022.

– Pantene – ‘#HairHasNoGender’

“Whatever hair you dream of, we stand with you,” marks the theme of Pantene’s ‘#HairHasNoGender’ campaign, emphasising that no matter your gender, everyone should be allowed to express their identity with their hair. 

Created in collaboration with the LGBTQ2+ community, #HairHasNoGender explores the true power of hair to express identity and the power of support from those around us to enable that self-expression.

In the moving film, 12 LGBTQ2+ community members from around the world share their stories on what their hair means to their identify, as well as how support from co-workers allowed them to feel confident enough to express their true selves in the workplace.

– Skittles – ‘Giving Up Our Rainbow to Celebrate the One That Matters’

Skittles are famed for their rainbow-coloured sweets, with ‘taste the rainbow’ being one of the most famous taglines from a confectionary brand. However, this year, the brand’s marketing team decided it was time to step aside for a month and give up their rainbow to celebrate one that truly matters.

Partnering with GLAAD, an American non-governmental media monitoring organisation founded as a protest against defamatory coverage of gay and lesbian people, Skittles ridded of their colourful branding for the duration of June and turned their packaging all grey. In doing this, the brand challenged the status quo of traditional Pride marketing campaigns, which usually involve a rainbow logo and multi-coloured products.

Along with the all-grey packets, Skittles worked with six talented artists within the LGBTQ+ community to create packet designs that represent how they see the rainbow.

– Royal Navy – ‘Wherever You Are’

It wasn’t too long ago LBGTQ+ men and women were forbidden from serving in the armed forces, with 2020 marking the 20th anniversary since the ban was lifted – so we were thrilled to see a same-sex couple take the lead in the latest Royal Navy ad.

While the ad was released in December and formed the organisation’s Christmas campaign, ‘Wherever You Are’ was recently announced as one of the top 10 in the British LGBT Awards 2022, so we thought it deserved a spot on our shortlist.

Highlighting the sacrifices made by deployed sailors and their families during the Christmas period, the heartfelt film follows Sam Quinn, a serving sailor, and his husband as they live out a scene all-too-familiar to most military personnel – a Christmas Day apart. 

– H&M – ‘My Chosen Family’

With its Pride campaign, ‘My Chosen Family’, H&M has chosen to use its massive platform as a chance to educate audience on the true meaning behind the Pride flag and highlight the stories of the community’s people.

The ad highlights the importance of the concept of non-biological families, which play an essential role for many people in the LGBTQ+ community. ‘My Chosen Family’ follows the lives of three families from Spain, South Africa and the U.K., as well as families from several other countries including Colombia, India, Japan, and the U.S. 

Not only is “My Chosen Family” a campaign that celebrates Pride, but it is one that educates, highlights stories, and supports the LGBTQ+ community with a monetary donation of $100,000 and we commend them for it.

While there are many brands out there who participate in Pride, the above examples are brilliant examples of using the occasion to educate, raise awareness and celebrate. Pride is much more than changing your logo image to feature a rainbow, it’s about creating a positive impact for the community’s people.

Want to assure your brand’s social strategy covers the pivotal moments effectively? Let’s talk!

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