5 Considerations for Pride Month Activations: Brand Strategy

Last updated on
June 7, 2022
Haley Thorpe, Calvin Walker

Realistically, if you are posting for Pride campaigns this year, your content is already signed, sealed, and delivered.

Still, it’s important to remember that while we celebrate and honor Pride month this June, we should work towards diversity, equity, and inclusion in your campaigns for all marginalized communities throughout the year. According to Forbes, a surprising 66% of LGBTQ+ individuals say they don’t see their lifestyle represented in advertising. So while this guide focuses on PRIDE, you can keep these considerations in mind for any and all branded campaigns you’re working on.

We wanted to share an internal checklist of five considerations for brands as they activate campaigns and partner with the LGBTQ+ community during Pride month. Let's dive in.

Avoid one-and-dones

If you aren’t already working with LGBTQIA+ creators year-round, Pride is a great time to start, but don’t consider it the finish line! Practice mindful inclusion by working with these creators across campaigns even outside of June to begin boosting what representation looks like from a holistic standpoint.

A study by Think with Google found that 71% of consumers are more likely to interact with an online ad that authentically represents their sexual orientation.

Acknowledge intersectionality

Remember that each letter in the LGBTQIA+ acronym spotlights a unique identity in the community. Are you working with talent who are representative of the consumer base in America?

According to Cision, two-thirds of consumers are likely to immediately purchase if the brand embodies diversity and inclusion.

Bonus Content: How to Be a Best-in-Class Partner to Black Creators Year-Round

Booked and busy

Creators who identify as LGBTQIA+ are in higher demand during the month of June than any other. Consider emerging, under-the-radar talent over dominant industry players.

Data from The Hornet shows that 8% of Baby Boomers, 13% of GenXers, 20% of Millennials and 31% of Centennials (GenZ born after 1997) identify as LGTBQ+.

Creative buy-in

Briefs, prompts and key messages are great, but you’re still leveraging a person’s identity. Believability adds to credibility, so give them a seat at the table and let them speak with their true voices.

Stay considerate

Pride Month can bring up a whole host of emotions. Don’t treat communication around Pride collabs as ‘just another campaign.’ Take an extra moment to check the tone and framing of any correspondence.

Here at Fohr, we are proud to work with LGBTQIA+ creators year-round 🌈 . We would love to walk to you through any questions or additional counsel on your Pride activations for this year, and beyond.

Reach out to us at hello@fohr.co, or schedule a demo of our influencer platform here.

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