Newsletter
Macy's, Grindr, MLS and More! Pride Month Campaigns Share the Love
Brands invite the community to wear their Pride
Pride Month gives the LGBTQ+ community, its supporters and brands a chance to frame messages of hope and equality in fresh, exciting style. So far in 2024, many of the campaigns in our roundup ask folks to wear their Pride for all to see.
Be sure to check back, we’ll add new work as it breaks. Last updated: June 26.
BMO – ‘Rainbow Deposits’
BMO for the third consecutive year invites folks in the U.S. and Canada to “deposit” photos of rainbows on the bank’s custom web app. All IRL and online rainbows count, with BMO donating $1 (up to a maximum of $50,000) to Rainbow Railroad, which helps members of the LGBTQ+ community escape violence and persecution. FCB Toronto developed the campaign.
‘It’s Giving Space: Celebrating Queer Event Curators’ – BLK Dating App
The campaign amplifies Black LGBTQ+ stories within and beyond the community by focusing on Black event curators in cities across the country. Three LGBTQ+ party collectives are featured: Party Noire (Chicago), Global Warming (Brooklyn) and Lesbians in Houston.
‘Mission Every One’ – Macy’s
During Pride Month, the retailer, in partnership with The Trevor Project, is hosting an in-store and online donation campaign—benefitting The Trevor Project—to support youth across the country with critical resources, including 24/7 crisis services, advocacy and peer support. This PSA chronicles the journeys young LGBTQ+ people have made to find self-acceptance.
Pride Lingerie – Bluebella
The luxe lingerie, nightwear and swimwear brand features a bevy of queer talent to showcase its swimwear collection in rainbow colors. Participating are BMX champion Shanaze Reade, comedian Rosie Turner, singer Benedetta Atti, Olympic rugby players Celia Quansah and Megan Jones, and @lesbiansupperclubpod podcast hosts Freya Evans and Scarlett Plott. For a second year, Bluebella is partnering with Outright International and donating 10 percent of the swimwear collection’s June profits to the organization.
‘This Is Love’ – Calvin Klein
Jeremy Pope and Cara Delevigne appear in CK’s campaign, wearing pieces from the brand’s new Pride collection. The work celebrates families in the LGBTQ+ community. CK continues its partnership with PFLAG National and the Transgender Law Center to support LGBTQ+ education, inclusion and justice. Also, CK Australia is working with BlaQ Aboriginal Corp. to support the Aboriginal and Torres Strait Islander LGBTQ+ community.
‘Love Unites’ – Major League Soccer
The league partnered with Brazilian drag queen and singer Pabllo Vittar to create pre-match Pride Tops. MLS is donating to Athlete Ally during Pride Month, whose mission is to end homophobia and transphobia in sports.
‘Proud to Be’ – Converse
The sneaker brand calls its 2024 Pride collection a love letter to those who pioneer a space for the queer community, past and present. A dedicated website includes members of the LGBTQ+ community, who express what queer joy and love mean to them.
‘Pride is Universal’ – NBC Universal
Universal Pictures All Access Channel on YouTube is running the spot below, which says: “We have many truths to speak. Our truths are vast. They are unique. They are always evolving. Most of all, our truths are universal.”
‘Love Wins’ – MoveActive
Socks sport embroidered rainbows and festive grips, giving wearers a “touch of Pride” to celebrate the month “with every step.” MoveActive will donate $1 to Minus18, which promotes education and inclusivity across schools in Australia.
Pride Profile Sticker Collection – Chispa
The dating app for Latine singles partnered with queer artist and activist Julio Salgado to create a collection of five Pride-themed in-app stickers exclusively for Chispa users: “Fluid,” “Rainbow Rebel,” “Panamor,” “Bisexy” and “Gender Explorer.” They are designed to foster inclusivity and self-expression. For each sticker displayed by a Chispa user on their app profile, the company will donate $1 per sticker to the Human Rights Campaign during Pride Month, w
‘High on Love’ – Gotham
The NYC cannabis dispensary, in partnership with Drew Martin, rolls out a month-long campaign featuring queer love stories.
‘Grindr Rides America Tour’
The dating app inaugurates a Pride bus tour connecting Pride celebrations across the U.S. marking “the great gay American road trip.”
‘SEA-Worthy Celebration of Love’ – Visit Seattle
Marking the 50th anniversary of Seattle’s first Pride celebration, Visit Seattle, alongside long-time agency partner Copacino Fujikado, created the initiative. LGBTQ+ couples across the U.S. renewed vows on Puget Sound. The event set a World Record for the largest vow renewal of LGBTQ+ couples ever.
‘It Gets Better’ – Pride Village x Minecraft
The global non-profit that focuses on uplifting LGBTQ+ youth through storytelling launched a “Pride Village” in Minecraft. Collaborating with Carper Creative, the effort kicked off with an unofficial Minecraft build relay across Twitch channels.
