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#PrideisNotanAd: Bringing an End to Pride for Profit

Pride should be about giving the stage to the voices that need to be heard.

What started as organizations showing support for the LGBTQIA+ community has turned into a profitable marketing opportunity. Serving brands without them always taking on the responsibility of true allyship. Organizations see the momentum created by Pride Month as an opportunity to give their image a boost, and often forget to make meaningful contributions to the LGBTQIA+ community. Even with the best of intentions, it’s a slippery slope to pinkwashing and rainbow capitalism.

So, that’s why we decided to do Pride differently.

We set out to make a commitment, together with with NGO thought-leaders who provide the resources, support and workshops, to urge those around us to stop using Pride for profit. We picketed to reinvest media budgets in implementing robust DEI plans and actions internally and externally the whole year-round – to become genuine LGBTQIA+ allies, not only during Pride Month.

Only then do we earn the right to speak up during Pride.

Our commitment called upon companies, organizations and individuals to:
1.COMMIT together to stop using Pride as a profitable marketing opportunity.
2.REINVEST campaign and media budgets in learning and taking action as a company.
3.WORK on making connections with NGO thought-leaders to learn and make an action-based plan worth sharing.
4. BE (real) ALLIES to the LGBTQIA+ community 365 days a year.