We wanted to celebrate Pride in a way that would exist longer than just the month of June. Specifically, we wanted to make an impact on the young people in the LGBTQ+ community in Philadelphia, who are often the most vulnerable. Since 1993, The Attic Youth Center has positively impacted the lives of over 20,000 LGBTQ+ youth in Philadelphia. Our campaign amplified that impact, growing the number of people touched by their work. In the spirit of the freedom of expression that The Attic Youth Center offers teens, we sought to find a way to showcase that freedom physically and found that Indego bikes were the best vehicle (pun intended) for this. Through custom-designed Indego bikes and a multi-channel campaign with touchpoints throughout the city, we were able to raise awareness and money for The Attic Youth Center, helping them continue the critical work they do for LGTBQ+ youth.
We wanted this work to stand out from the stereotypical Pride branding that has become omnipresent from social events to corporate logos. We reached beyond the rainbow flag to create a graphic language that spoke authentically and directly to the LGBTQ+ community and to our city. We focused on creating graphics and messaging that felt unique and playful, yet not performative. This bold identity helped us stand out from the crowd, literally, as we activated the campaign on the day of the Philadelphia Pride March.
Throughout the course of this campaign, our team built a full suite of multi-channel assets, such as out-of-home advertising, playful and witty campaign headlines, engaging social assets, and custom wraps for Indego bikes throughout the city. We activated the campaign on the day of the Philadelphia Pride March, where Athena volunteers hosted a table featuring branded signage, giveaway swag, and a wrapped Pride bike from Indego, which volunteers rode alongside the march.
In addition to out-of-home and event activation, we ran a social campaign to drive fundraising using both organic and paid social. Post assets included event photography, animated graphics, and video content produced in-house. Alongside social video, we created a long-form video summarizing the campaign. We reached behind the scenes to give light to the work The Attic Youth Center does, and the people who make it happen. So, we hosted three members at the Athena office and conducted interviews highlighting their own personal backgrounds as members of the LGBTQ+ community and their experiences working with The Attic Youth Center, either helping to provide services or receiving them. We paired these filmed interviews with bike production footage to produce a campaign video highlighting the common messaging between the two: Both The Attic Youth Center and Indego bikes symbolize freedom, and both are a labor of love.
This campaign saw great success online and in-person, with thousands of people interacting with our table at the Pride March on the day of the event, and hundreds of miles ridden on the custom-wrapped Indego bikes we designed. Our social campaign saw success in both paid and organic content, both of which garnered over 13,000 impressions with a 3.4% engagement rate. From these efforts, we were able to fundraise over $3,000 for The Attic Youth Center, supporting the essential programs and the safe space they provide at-risk LGBTQ+ youth in Philadelphia.
