PFLAG Canada: advert-body-3 by FCB/SIX

What if each bar on the pride flag could tell the story of the place it was flying? That’s the idea at the heart of 'Destination Pride,' a new digital platform developed by​ ​Pflag Canada in partnership with FCB/SIX. In a world where gay marriage is legal in one place and homosexuality punishable by death in another, the stakes for LGBTQ+ travelers have always been high. DestinationPride.org is a step toward helping the community better navigate the planet.

According to Louis Duncan-He, national director of marketing for Pflag, even the relatively simple act of choosing a place to visit can be the difference between sunsets and stare-downs, or worse. There’s never been a single, searchable tool that makes this volume and type of data so accessible.

Duncan-He says the Destination Pride platform is a natural extension of Pflag Canada’s promise of support and inclusiveness for all, enabling the organization to reach its constituents in an entirely new way. The platform includes a commenting hub that allows visitors to the site to discuss the results and share their perspective on every destination. Videos on the site also feature actual interviews with travelers from the LGBTQ+ community, set to animations designed to visualize their story and the data behind it. The platform is launching globally, with Facebook video ad units running in some of the lowest and highest-scoring cities – including Moscow (35), Mumbai (15), Kampala (8), Kingston, Jamaica (27), Macau (51), Toronto (67), San Francisco (69) and Sydney (72).