Insights
We explore some of the most successful charity Pride campaigns over the years
Every year, the month of June marks the anniversary of the Stonewall riots, a series of protests that occurred in Greenwich Village, New York City, after police attempted to raid popular gay bar, the Stonewall Inn on 28 June 1969.
In recognition of that historic event and in celebration of the LGBT+ community, June came to be known as Pride Month. The first London Pride event was held in 1972 on the anniversary of the Stonewall riots. Around 2,000 people attended. Today, London Pride parade welcomes over one million supporters every year.
Pride stands for visibility, unity, and equality for all LGBT+ people, qualities both LGBT+ and non-LGBT+ charities can support and advocate for every day in their work.
In 2024, Charity Digital revisits some of the most popular, successful, and memorable charity Pride and Pride partnership campaigns from the last five years.
For their fifth annual Pride campaign, Levi’s partnered with Stonewall Community Foundation and Harvey Milk Foundation to raise money and support for Pride through customisable Levi apparel and a campaign video featuring the voices of seven LGBT+ ambassadors and advocates, including from activist iO Tillett Wright to drag queen Juanita MORE! and chef Melissa King.
Of the campaign, Levi’s said “our activism for the LGBTQ community dates back to the ‘80s, when we helped open the first AIDS clinic in the world (at San Francisco General) and continues today”.
Watch the video now:
In 2019, clothing brand ASOS partnered with GLAAD (formerly the Gay & Lesbian Alliance Against Defamation), the US-based non-profit LGBT+ media monitoring and advocacy organisation. The 2019 campaign included a 50-piece collection of rainbow sweatshirts, graphic T-shirts, shorts, bags, and accessories featuring the words ‘unity’, ‘equality’ and ‘acceptance’ into the design. ASOS donated 100% of the profits from the collection back to GLAAD.
2020 was the year of the pandemic. The world entered lockdown and the pressure on vulnerable people and communities increased drastically.
Mindline Trans+ is a free, UK-based confidential and emotional support helpline for people who identify as transgender, non-binary, or gender fluid. Run by trained volunteers, prior to their 2020 Pride campaign, the helpline was open two days a week on Monday and Friday evenings only.
Responding to increased need due to the pandemic, Mindline Trans+ started a community fund, raising £8,104 from 159 supporters to increase the service to three days a week.
First launched in 2005, UK Black Pride hosts safe space events for LGBT+ Black, Asian and Minority Ethnic people, drawing up to 8,000 attendees annually.
In 2021, off the back of their successful 2020 event, UK Black Pride announced a three-day online event with the theme of ‘Love and Rage.’
The event celebrated and uplifted Black and BAME LGBT+ voices to an incredible 30,000-strong audience across the UK, ultimately winning them the Johnson & Johnson – community or charity initiative award from British LGBTQIA+ Awards.
In 2022 Queer Britain, the UK’s first national LGBT+ museum, opened its doors in Kings Cross, welcoming around 30,000 visitors in the first six months.
The museum was founded to create a physical space where queer people can see their lives, histories and cultures celebrated and understood. Queer Britain’s first exhibition (which was unfortunately delayed until the autumn due to extremely hot weather in June), celebrated 50 years since the first UK Pride March, and went on to win the Museums Association’s ‘Museums Change Lives, Best Small Museum Project’ Award.
Yes, GLAAD is appearing twice in this list but it’s for good reason. In 2023, Skittles, the confectionary brand known for letting people ‘taste the rainbow’ all year round launched its LGBT+ Pride month campaign in partnership with GLAAD.
Skittles released five limited-edition packs, each designed by different LGBT+ artists who uses their art to ‘increase visibility and advocate for others.’ Each of pack included a QR code linking to a page dedicated to the artist’s work, complete with passages on why queer stories matter.
Skittled donated $1 for every pack sold (up to $100,000) to GLAAD in support of its ongoing efforts to combat anti-LGBT+ discrimination.
In 2024, both LGBT+ and non-LGBT+ charities across the UK are campaigning and showing support for Pride Month. Read our guidance from 2023 and LGBT+ History Month 2024 on how to get involved.
On the 17th October 2024, Charity Digital will hold our first ever Artificial Intelligence (AI) Summit, a ticketed in-person event that will help charity professionals master the most talked-about tech of the decade.