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Modern Marketing Brand Purpose Pride

From McDonald’s to Tinder: Top Pride campaigns of 2022

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By Audrey Kemp | Junior Reporter

June 3, 2022 | 7 min read

Ugg, McDonalds, Tinder and other household names create campaigns to make Pride 2022 the most impactful yet.

UGG

Ugg's flagship store partners with The Trevor Project.

Pride month is here, and some of the biggest organizations in the nation have released eye-catching campaigns in celebration. The Drum has picked out five of the most impactful efforts, from putting an end to archaic, homophobic laws to protecting queer asylum seekers.

1. Tinder and HRC battle to lift archaic blood donation ban

Following Australia’s recent discriminatory blood ban lift, Tinder is working with the Human Rights Campaign (HRC), the nation’s largest LGBTQ+ civil rights organization, to end the nation’s 40-year-old policy that bans blood donations from men who have sex with men.

The law, originally set during the AIDS crisis, has received widespread criticism and calls for repeal amid the nationwide blood shortage, according to officials.

This month, the dating app and the HRC will raise awareness and encourage eligible individuals to participate in the Advance Study, which is designed to implement a more inclusive policy. Those who would like to participate can swipe right on an “All Types” Pride card in the Tinder app.

“As the leader of a company built on the magic of human connection, it confounds me that people who desire to help those in need are held back by prejudiced policies,” Tinder chief executive Renate Nyborg said in a statement. “Through our work with the Human Rights Campaign, I have come to understand how I can use my platform as CEO to help effect change.”

Tinder

2. Ugg and Pink Sparrow support The Trevor Project

In a campaign called “Feel Heard,” American footwear brand Ugg and design shop Pink Sparrow have collaborated on a storefront design effort to support the crucial support line serving LGBTQ+ youth, The Trevor Project.

Ugg’s flagship store in New York City, and 20 other stores across the nation, have been adorned with colorful faux fur and phone booths to echo UGG’s new all-gender Pride collection and The Trevor Project’s importance, through the month of June.

The shoe brand is also donating $125,000 to The Trevor Project and on June 7, hosting a free Q&A event with three-time Emmy nominated actress, writer and speaker Laverne Cox.

Ugg 2

3. McDonald’s and RevryTV cast off judgement

To amplify queer voices, McDonald’s is releasing a wholesome ad that features members of the nation’s largest Queer+ recreational sports league, LA’s Varsity Gay League, and hosting two virtual events with LGBTQ+ media outlet RevryTV.

The burger chain’s newest ad, “No judgement,” spotlights Varsity Gay League team members enjoying chicken nuggets together after a game of kickball, during which players say, “Our friendships may have started on the field, but this is our happy place.”

“No judgment” is slated to premiere on June 5 in tandem with the House of Pride virtual celebration, which will feature several performances by queer icons, including the House of Ebony.

“House of Pride streamed 600K times in its first year and this June, we are expecting millions to tune-in,” Revry chief executive said Damian Pelliccione said in a statement. “With the support of McDonald’s, we are able to include so many of the LGBTQ voices in Pride programming that are representative and inclusive of our diverse community.”

The party will continue June 13 with Music Out Loud, which will spotlight a variety of queer artists, including actress and trans rights advocate, Angelica Ross, and queer singer/songwriter, Cassidy King.

McD's

4. Miller Lite spotlights the origins of Pride

To shed light on Pride’s origins, Miller Lite has released “Beers & Queer History,” a nonfiction book written by queer historian and Pulitzer finalist Dr. Eric Cervini.

The book chronicles the LGBTQ+ history of bars and bar culture through 10 vignettes of little-known, iconic bars, including New York’s Stonewall Inn and Los Angeles’ Black Cat Tavern. It currently retails for $19.33 in honor of the U.S.’ first known queer bar, New Orleans’ Café Lafitte.

The effort also marks Miller’s latest addition to its Open & Proud program, which supports the LGBTQ+ community through a multi-year partnership with the Equality Federation, which will also receive all proceeds made from “Beers & Queer History” sales.

“As a historian, studying historical queer spaces is my favorite thing to do,” Cervini said in a statement. “During these difficult times, it's been an honor to raise funds for the Equality Federation while working with Miller Lite.

The popular beer brand has also pledged to donate another $200,000 to Equality Federation this year to support its network of state-based organizations focused on queer community advocacy.

Bars

5. AKQA and West Pride: ‘Ambassadors of Pride’

To prevent displacing more LGBTQ+ asylum seekers in Sweden, SF-based digital design agency AKQA has partnered with non-profit organization West Pride in a campaign called “Ambassadors of Pride.”

“Ambassadors of Pride” raises awareness by highlighting the stories of six refugees who navigated the Swedish asylum process, as well as gives asylum seekers the titles like Ambassadors of Pride and Honorary Members of West Pride and certificates to bolster their chances of being accepted into the country’s LGBTQ+ community.

“Letting an arbitrary process decide if LGBTQ refugees are approved asylum or not is inhumane,” West Pride General Manager Emma Gunterberg Sachs said in a statement. “Far too many are wrongly sent back to a lifetime of persecution, imprisonment or death. We need to stop this now.”

The organizations will also hand over a petition demanding justice to Anders Ygeman, the Minister for Migration and Asylum Policy, on World Refugee Day, June 20.

Men with the equality sign over their eyes

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