Google: Pride For Everyone

Credits & Description:

Title: Pride For Everyone
Agency: Google Brand Studio
Brand: Google
Country: USA
Entrant Company: Google, Mountain View
Advertising Agency: Google Brand Studio, San Francisco
Production Company: Made.For.Digital, Amsterdam / Roc Noir, Los Angeles / Google Brand Studio, San Francisco / Lonely Leap, Brooklyn
Creative Director: Google Brand Studio (Google)
Outcome:
The results of the initiative are continuing as nonprofits and individuals are still using Cardboard for providing these virtual marches in their communities. For our launch we saw:• 2.6 million visitors with an average of 3 min spent on site.• Over 86 million impressions on social.• 7.5 million views of the documentary film.• Influencers such as Lance Bass and George Takei highlighted Pride for Everyone in addition to re-posts from GLAAD, It Gets Better and Colombia Diversa.• Coverage from USA Today, Bustle, Out Magazine and New Now Next. • Nearly 10k cardboard distributed to 20+ organizations across the globe in countries such as: Argentina, Australia,, Brazil, Canada, Chile, Colombia, Czech Republic,, India, Ireland, Israel, Italy, Korea, Mexico, New Zealand, Philippines, Poland, Portugal, Romania, Singapore, South Africa, Spain, Sweden, Switzerland, Taiwan, Thailand, UK and our own company offices across the US.
Synopsis:
Pride is a time to celebrate who you are and who you love. Yet around the world, many lesbian, gay, bisexual, transgender and queer people do not have equal rights and are not free to express themselves. In more than 70 countries, it’s a crime to be gay. Even in countries with legal equality, many LGBTQ people still face discrimination or violence for being themselves. In the US, only 52% of self-reported LGBTQ people have ever participated in a Pride event and face discrimination whether at home, at school or in the workplace. Our objective was to create an opportunity for people around the world to come together and celebrate Pride and the diversity of the LGBTQ experience, no matter where they live, how they identify, or how accepting their communities may be.The campaign is rooted in our company’s long track record of leadership in gender equality and LGBTQ rights. We’ve taken a stand against discrimination in sports at the Sochi Olympic games and became one of the first companies to provide full coverage of transgender employee healthcare. It's our inherent belief to stand for equality of those who are underrepresented in the LGBTQ community.
Execution:
We filmed five of the largest international Pride parades in the following cities: Singapore, Sao Paulo, New York, Tel Aviv, Sydney, and Brussels.On June 23rd 2016, we released the 360º film of Pride celebrations from around the world with voice over of international nonprofit leaders who express their experience of Pride. Afterwards, we sent care packages of nearly 10,000 cardboard units to 20 nonprofits around the world that could host their own viewing parties of the celebration.We then followed up with two nonprofit organizations (one in Bogota, Colombia, and the other in Raleigh, North Carolina) that hosted Pride viewing parties. We highlighted these nonprofits and their stories in providing unifying opportunities with Pride 360. For our story in Bogota, we worked in conjunction with Alba Reyes, an anti-bullying advocate and founder of the Sergio Urrego Foundation, to help expand the Pride 360 experience to schools across Bogota.
Strategy:
hile it might seem counterintuitive, the Pride for Everyone campaign focused on an LGBTQ audience who could not attend a Pride celebration in person. For some, the barriers to participation were societal; for others, parades and celebrations were physically too distant; and others had various personal reasons that kept them from openly participating. The intent of the campaign was to create a virtual safe space that anyone, anywhere could participate in an intimate, personal celebration that united them with a broader global community of LGBTQ revelers and supporters.To inform our approach, we consulted with our internal employee resource group, the Gayglers, as well as LGBTQ nonprofit leaders from across the globe to help make this experience accessible. The voices of these LGBTQ leaders can be heard in the narrated 360º video.