@CAN’TCANCELPRIDE

Over the past decade, Pride events around the world have become increasingly corporatized, watering down Queer culture and creating a spectacle that takes away from the true meaning of Pride. But due to the pandemic, those events are canceled. With the straight world no longer taking part, we saw an opportunity to revive Pride's true meaning — a celebration of who we are and a protest for justice and change. A few days before Pride month, and with the city still on lockdown, we launched our Instagram account and brought Pride online.

With no paid media, in just 30 days, our content reached hundreds of thousands of people, received thousands of likes, and was featured in an online publication the following month.

and the category is…

We landed on four different "categories" that we believe make up the spirit of Pride. We used these as themes for our content as we encouraged people to post their own with the hashtag #cantcancelpride. A few days after we went live, protests in response to racial injustice erupted around the world. We real-time pivoted our content strategy to center more on uplifting the voices of Black Trans members of the community.

AD: Shane Smith CW: Anna Redman