“Proud Beyond Pride” brings LGBTQIA+ values to life all year round
Pride is not just a month of celebrations, but a value that must live all year round. It is with this idea that Dentsu Italia Società Benefit has launched “Proud Beyond Pride.”, a campaign developed in collaboration with Agedo (Association of Parents, Friends and Companions of LGBT+ People), to keep the conversation about LGBTQIA+ rights alive well beyond June.
Thanks to the format “Dentsu & Friends”, which combines creativity, clients and media to support social causes, the campaign involved brands such as Scalo Milano Outlet & More, Shiseido e Mareblu, as well as 15 advertising concessionaires who provided free outdoor space in the cities of Milan, Rome, Lamezia Terme and Catania. The billboards thus became a new tool for inclusion, carrying messages created by participants in the Milan Pride June 29.
These dialogue spaces have been enhanced by an innovative online platform, accessible through a QR code on the posters. Proudbeyondpride.com is a virtual place to explore LGBTQIA+ issues, access useful events and resources, and share personal stories, keeping the spirit of Pride alive every day of the year.
The volume of online conversations about Pride
The idea for the campaign stems from the obvious fact of the volume of online conversations about Pride peaking during June, with over 100,000 searches (source: Brandwatch), only to drop dramatically in the following months. “Proud Beyond Pride” aims to counter this trend by promoting inclusive storytelling even when the spotlight goes out.
The results were not long in coming: in its first four months of operation, the campaign generated an increase of 72% in the volume of online conversations compared to the same period in the previous year, demonstrating the effectiveness of continuous and targeted communication.
Unity is strength
The campaign is the result of strong collaboration among diverse stakeholders. Ilaria Affer, Social Impact Director of Dentsu Italy, stresses the importance of this synergy: “It is not enough to celebrate Pride for a month, we need to educate ourselves and the industry to tell the story of inclusion little by little, constantly.” Also Stefano Battistelli, Executive Creative Director of Dentsu Creative, highlights the project’s goal: “We turned an awareness message into a platform that generates concrete actions.”
Finally, Marta Danneo, social media manager of Agedo National, reiterates the value of collective work: “The combination of Agedo’s determination and Dentsu’s commitment makes it possible to go beyond the month of June, proving that collectivity is the real strength.”
With the support of brands, associations and advertising concessionaires, “Proud Beyond Pride” is a virtuous example of how media can support social causes, turning publicity into a tool for change. The values of Pride do not stop in July: they live on every day of the year.
