VERIZON
THE CONNECTED PRIDE PARADE 2018
Due to reasons like lack of familial support or proximity to a parade, many LGBTQIA+ Americans are left out of Pride each year. As a company whose purpose is to connect people, we saw an opportunity for Verizon to help. So we proactively approached our clients with the idea of hosting the first digitally connected Pride parade—so Americans who had never met could march side-by-side in support of equality and inclusion.
Participants would film themselves walking in front of a color from the rainbow flag. Our custom-built color recognition technology would then chromatically sort and display the videos in a continuous loop on connectedbypride.com. To raise awareness, our influencer partners posted themselves dancing, strutting, and marching with pride (see below). Their followers joined in—and media outlets + paid ads helped spread the word too.
In a year when corporate pride wasn’t so commonplace, we were thrilled and humbled by the response. With a 106MM reach, 32MM impressions, and over 50% positive sentiment (unheard of for a telecom company, ha), the 2018 #ConnectedbyPride campaign was Verizon’s second-best-performing campaign to date. It even won an ANA award for Multicultural Excellence.
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Agency - R/GA NY
Roles - Copywriter, concept creation and execution