Monday 14th of June 2021
If we all remember the controversial LGBT sandwich by Marks & Spencers, this year's marketing campaigns for Pride Month have not been much different, with many brands accused of pinkwashing, or in other words, not taking their LGBTQ+ (Lesbian, Gay, Bisexual, Transgender, and Questioning) stance seriously.
So instead the Finesse team decided to take a closer look at those brands that have raised the bar. Here's our top 3 best Pride campaigns with a purpose this year! 🌈
Although Lego is known for its inclusive work policy, and has been involved in a number of LGBT causes, the brand has long stayed away from Pride campaigns. This year however, and for the first time ever, Lego unveiled a LGBTQ+ set made of 346-piece and 11 monochrome mini-figurines in the colours of the Progress Pride Flag, we love it! The set has been designed by Matthew Ashton, who is a member of the LGBTQ+ community himself. The brand also partners with a number of organisations, including Workplace Pride, Stonewall, and Open for Business in terms of supporting LGBTQ+ employees. Alongside this, Lego supports the charity Diversity Role Models, an organisation that promotes changes at school and educates children about the importance of embracing diversity.
The famous shoe brand is a regular of Pride campaigns. Every year the brand releases a limited edition Pride Collection. This 6th edition of the Pride Collection features some of the brand’s emblematic shoes including the Chuck 70, or the Run Star Hike (trainers addicts will know) created alongside LGBTQIA+ creatives. Over the years, the Converse Pride Collection has become one of the most anticipated releases, and we can understand why! On top of releasing incredible new items, the brand is known for actively supporting the LGBTQ+ community through their ongoing partnership with It Gets Better Project (IGBP). Over the past 5 years, Converse “have donated more than $1.3 million in support of local and global LGBTQIA+ organizations, with contributions supporting safe spaces for LGBTQIA+ youth, education on issues directly impacting the community, and essential resources needed during the COVID-19 pandemic”. This year’s Pride Collection will help fund the It Gets Better Project, a charity that focuses on uplifting, empowering, and connecting LGBTQ+ people across the world. The brand also announced additional grants to support LGBTQ+ youth, involving the Ali Forney Center, BAGLY and OUT MetroWest.
The top spot goes to the makeup brand, Morphe, who came out with a limited edition collection entitled Live With Love. The collection includes an eyeshadow palette which includes all shades of the rainbow flag. Each of the 25 eyeshadow pans feature an empowering name such as ‘spread kindness’ and ‘act with love. But more importantly, the brand announced that 100% of net profits will go to The Trevor Project, a charity that helps prevent suicides among the LGBTQIA+ youth community and supports crisis intervention services.
And you, what’s your favourite Pride campaign this year? Get in touch on social media and share your thoughts with us!