Pride PR – The Brands Who Got it Right

Pride month is always an interesting time for PR activity, with many brands trying to tick that ‘woke’ box with no real attempts to address issues in the wider LGBTQ+ community or within their business (we’re thinking of that odd rainbow bottle of Listerine mouthwash in 2019…) In honour of Pride month this year, we’ve rounded up our top campaigns of 2021 – the brands we think have got it right!

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UGG, the Australian shoe company has launched a campaign with singer and LGBTQ+ icon Lil Nas X. Dressed in head-to-toe purple a la Prince, Lil Nas X is seen lounging against a backdrop of balloons, glitter and flowers, donning a sparkly crown, chunky gold jewellery, and the pièce de resistance: a pair of fluffy sliders in a dashing rainbow hue. Actress Hari Nef is also featured in the campaign, which sees the launch of a limited-edition collection of rainbow-coloured clothing. A donation of $25 from the sale of every rainbow slipper will be given to GLAAD, a US-based organisation founded as a protest against defamatory coverage of LGBTQ+ people.

But the campaign doesn’t stop there. Lil Nas X and Nef will also participate in Ugg’s “Proud Prom” virtual event, which it’s hosting for the fifth year running in partnership with GLAAD and the Pacific Pride Foundation – an inclusive event celebrating identity and love with local California based youth.

Spotify: Claim Your Space

This year, the music streaming platform announced a series of month-long activations under the title “Claim your space”.

Spotify has brought back its annual Pride hub, collaborating with the UK and Ireland’s most fabulous LGBTQIA+ creators, venues and culture brands on a host of takeovers across some of its most popular playlists. For example, Jamaican singer Alicai Harley has curated the Dance Hall Queen playlist and the iconic meme account @loveofhuns has taken over ‘Out Out’ playlist (for those nights like no other). Spotify is also aiming to amplify queer creators and venues across four major cities: London, Manchester, Glasgow and Dublin, with each city having its own dedicated playlist within the Pride hub.

The Body Shop: Reverse Roast

After research revealed that LGBTQ+ communities in the UK suffer with significantly lower levels of self-love than the rest of the population, The Body Shop have launched a film starring two of UK’s most loved drag queens in a previously unseen light – ‘The Reverse Roast‘.

The hilarious, yet deeply heart-warming video sees Lawrence Chaney and Tia Kofi flip the time-honoured roast tradition on its head. Rather than savage takedowns, the queens are tasked to build each other up with affirmations of self-love and compliments of the highest order as a reminder of just how fabulous we all are – no matter what society may say.