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Proudly ever after: Macy’s, Grindr & others unleash colorful Pride 2024 campaigns


By Audrey Kemp, LA Reporter

June 3, 2024 | 8 min read

Covering the gamut of heartfelt PSAs, drag queen bus tours and billboards championing Queer love, this year’s Pride campaigns are a kaleidoscope of creativity and genuine community care.

macy's campaign

Queer youth recount moments of self-acceptance in Macy's and The Trevor Project's new campaign / Credit: Macy's

As June unfolds into Pride Month, top brands and agencies are steering clear of pink-washing and launching vibrant campaigns that support the LGBTQ+ community in authentic ways.

This year’s Pride lineup is brimming with must-see initiatives, from Macy’s and The Trevor Project’s emotive PSA capturing the self-acceptance journeys of LGBTQ+ youths to PPK’s efforts to raise awareness for homeless within this demographic. And, lest we forget, the ‘Grindr Rides America Tour,’ which promises to deliver drag queens, free swag and a whirlwind of pride nationwide.

Dive into the details of each initiative below.

Macy’s & The Trevor Project’s heartfelt PSA

Macy’s Pride campaign, in partnership with The Trevor Project, an LGBTQ+ youth suicide prevention nonprofit, is an emotional PSA where Queer youth recount pivotal moments in their self-acceptance journeys, like a non-binary person wearing a suit to prom and a trans woman trying on her first wig. This effort underscores Macy’s long-standing commitment to LGBTQ+ support, which includes raising over $6.2 million through their round-up program for The Trevor Project’s life-saving services, as well as producing annual PSAs like this one.

Lime spotlights the importance of ‘third spaces’ for LGBTQ+ community

lime campaign

This month, Lime, the world’s largest shared electric vehicle company, launches its largest-ever global Pride campaign across 14 cities. The campaign focuses on supporting the LGBTQ+ community in reaching their “third spaces” safely with Pride-wrapped vehicles. Third spaces are vital sanctuaries for Queer individuals that provide environments where they can fully express themselves. Beyond Pride Month, Lime fosters inclusivity within the organization through its LimePride Employee Resource Group and ongoing support for LGBTQ+ causes.

PPK raises awareness for homeless LGBTQ+ youth

Tampa-based agency PPK has launched a pro-bono campaign titled ‘Where Do They Go’ to spread awareness about the 28% of LGBTQ+ youth who experience homelessness or housing instability. In the short film, a professor finds out that one of his students, a Queer youth, is experiencing homelessness. As part of the campaign, brochures disguised as report cards and posters will promote fundraising for the Rose Dynasty Foundation, a nonprofit dedicated to providing resources and support to the LGBTQ+ community, and highlight the severe challenges these young individuals face. Since 2023, PPK has partnered with the foundation, dedicating creative resources to drive positive impact in the LGBTQ+ community.

Outfront Media & GLAAD

outfront media campaign

Out-of-home company Outfront Media and GLAAD, a leading LGBTQ+ media advocacy organization, have joined forces for the impactful ‘Protect Our Pride’ campaign, which puts the spotlight on LGBTQ+ individuals through personalized messages displayed on digital billboards across the nation. By making a donation to GLAAD, individuals can have their photo and name showcased alongside one of six empowering messages, such as ‘Protect All Love’ and ‘Protect My Family.’ This initiative raises funds for GLAAD’s mission to accelerate acceptance and equality for the LGBTQ+ community.

Saks Off 5th celebrates its Queer sales associates

saks off fifth campaign

A new Pride campaign from luxury discount retailer Saks Off 5th celebrates the LGBTQ+ community within the company. The campaign, led by their associate resource group, Off & Proud, is a photo shoot of its own LGBTQ+ associates. It also continues support for the Phluid Phoundation, a nonprofit associated with gender-free clothing store The Phluid Project, with a $50,000 donation, marking Saks’ fourth consecutive year of support. In the campaign, Saks employees share personal journeys of self-discovery and coming out. The project aims to cultivate a safe space where associates can express their authentic selves.

‘Grindr Rides America Tour’ makes a pit stop at WeHo Pride

grindr bus tour

Gay dating app Grindr revved up for WeHo (West Hollywood) Pride on June 1 with its ‘Grindr Rides America Tour,’ which promised visitors a hot new profile pic opportunity, onboard LGBTQ+ health resources, drag queens and free swag, among other things. Providing the on-board health resources is Q Care Plus, a community-focused care management solutions company that offers LGBTQ+, gender-affirming, and sexual health & wellness education and resources.

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