JCDecaux’s out-of-home networks are helping advertisers take part in Pride Month celebrations with heartfelt campaigns that spread messages of allyship, inclusion, and visibility.
Having outspoken support for marginalized communities is about more than maintaining a good consumer reputation. Public displays of LGBTQ+ representation work to normalize inclusivity and mainstream acceptance in an increasingly divisive and often alienating society.
As a highly effective advertising medium, out-of-home helps brands share bold messages of support where they are most likely to reach community members along Pride parade routes and in popular LGBTQ+ neighborhoods.
In New York, Wells Fargo amplified its continued, three decades-long support of the LGBTQ+ community with an OOH campaign targeting idling parade attendees along Fifth Avenue. In fact, in 1987, this multinational banking giant added sexual orientation to its non-discrimination policies- a liberty still not protected under federal law.
Also in New York, increasingly popular streaming service, Discovery+, kicked off Pride month with the premiere of three new original series as part of their new “Always Proud” content hub.
Generation Drag, Trixie Motel, and The Book of Queer are being promoted on our digital bus shelters along the parade route and within Hell’s Kitchen- a growing LGBTQ+ neighborhood.
Meanwhile on the West Coast, ViiV Healthcare- the developer of HIV-prevention treatment, PrEP- has taken to our San Francisco OOH network to spread product awareness and continue the conversation of accessible healthcare within the LGBTQ+ community.
In San Francisco and New York, the National Association of Realtors, or NAR, is restating their commitment to the fight against housing discrimination with inventory along both cities’ parade routes and additional coverage in New York’s West Village- widely regarded as the home of the modern pride movement.
BMO Financial Group is encouraging ad viewers in Chicago’s Boystown neighborhood- a bustling LGBTQ+ neighborhood along the city’s parade route- to “deposit” pictures of rainbows using their BMO Rainbow Deposits web app, accessible via a QR code posted on the ad and at www.BMORainbowDeposits.com.
For each rainbow deposited, BMO will donate $1 to Rainbow Railroad, a non-profit organization committed to helping members of the LGBTQ+ community around the world escape violence and oppression.
Also sharing their message of queer visibility along Chicago’s Pride parade route is Vizzy. This trendy hard seltzer brand highlighted their support of the Human Rights Campaign- the largest LGBTQ+ advocacy and political lobbying organization in the United States.
Combined with contextually relevant Pride-themed creatives that fall in line with local sentiments and attitudes, our urban advertising networks help brands like Vizzy leverage more effective audience response while also driving sales at nearby points of purchase.