Marketing Brand Purpose Brand Strategy

New Pride campaigns to praise, from Hulu to Vans


By Audrey Kemp | Junior Reporter

June 14, 2022 | 5 min read

It’s been a busy, exciting month for brands and the queer community alike. As we parade into mid-June, we find ourselves in a heartwarming flurry of Pride-related festivities. Thus, we found it necessary to hand-pick another four standout projects before it all ends – because you can never have enough Pride.

Hulu's "Pride Never Stops" campaign features livestreamed parades, LGBT films and TV series

Hulu’s ‘Pride Never Stops’ is among four standout Pride campaigns / Hulu

1) Penguin Random House publishes first-ever zine ‘Pride in Your Words’

Penguin Random House is making history with the launch of its first-ever zine, ‘Pride in Your Words,’ which is in collaboration with the LGBTQ+ Network.

The 60-page zine features passages, interviews and even coloring pages from queer authors’ works that were published in 2022. Also featured are a 2022 Pride reading list and a guide to making your own zine.

Earlier this month, the world’s largest general-interest publisher also unveiled billboards in cities around the nation, including New York City, Chicago and Dallas.

Each is adorned with powerful quotes from queer literature and brought to life by lettering artist Kyle Letendre.

Until the end of June, 15% of Penguin Random House’s net proceeds will be donated to The Trevor Project, LGBTQ Saves and the Zebra Coalition.

Consumers can download the free digital issue here, and sign up to receive one of 1,000 print copies in the mail.

Penguin Random House's first zine, "Pride in Your Words"

2) Hulu’s ‘Pride Never Stops’ goes live

Although Hulu first introduced ‘Pride Never Stops’ in 2019, the streaming platform plans to bring the campaign back in a fresh, new way this year by offering livestreamed Pride parades for the first time.

On Sunday June 12 from 11am to 1pm PT, Hulu will livestream LA’s Pride parade, which anticipates numerous celebrity appearances including KABC’s Ellen Leyva, Karl Schmid and Christiane Cordero.

NYC Pride March will then go live on Sunday June 26 between 12pm and 3pm ET. The celebration, which will be hosted by WABC’s Ken Rosato, Lauren Glassberg and Sam Champion, will make its way down Fifth Avenue and past the Stonewall National Monument.

Both events will be available throughout the month of June after the initial streams.

In addition to livestreamed content, Hulu is airing numerous popular queer series and films, including Fire Island and Pose, as well as introducing a new coming-of-age film Wildhood, which premieres on Hulu on June 24.

Hulu's "Pride Never Stops" campaign features livestreamed parades, LGBT films and TV series

3) Vans uplifts queer creators in ‘These Projects Are Ads for Creativity’

As part as Vans’ ongoing campaign ‘These Projects Are Ads for Creativity,’ which uplifts underrepresented communities, the skate shoe brand is now using its global platform to showcase the work of several queer artists from around the world.

Each uses creativity to drive change and enrich their communities.

Projects include GIRLI’s ‘queer skate jam,’ hosted for London’s LGBTQ+ community; Serpentwithfeet, which built a Victorian-era parlor for gay, Black artists in Los Angeles; and Sara Lorusso of Milan, who has created an apparel collection entitled ‘Love Can Save Us,’ the proceeds of which will help fund organizations including the Tegan and Sara Foundation and Trans Youth Community Grants program.

The campaign will continue to run for the duration of the year, with new project releases each month.

gay, black men sit and mingle in a parlor

4) Harry’s and Flamingo blur the binary with new shaving campaign

What’s the point of distinct men’s and women’s razors if they do the same thing: remove hair? Shaving companies Harry’s and Flamingo explore this very question in their joint effort ‘Hair is Hair.’

The campaign includes the launch of the ‘Face and Body Pride Shave Set,’ a limited-edition, gender-inclusive shave set. All proceeds will go to The Trevor Project.

‘Hair is Hair’ also features the work of photographer and trans woman Lia Clay Miller, who captures models of all body types, ages and ethnicities, and explores the range of places that people shave, regardless of gender expression.

diverse models pose for Harry's + Flamingo's gender-inclusive shaving campaign

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