We're all familiar with the iconic rainbow flag. It symbolizes community and a sense of belonging. But there's a problem in the community this flag represents. Minorities are often marginalized and even intentionally excluded. So, our team at Tierney came up with a new design for the flag with two new colors. Not just to change the flag, but to raise awareness and help start the conversation about making the LGBTQ+ community truly inclusive.
We partnered with Philadelphia's Office of LGBT Affairs in a new campaign: More Color More Pride, to help inspire positive change not just in the Philadelphia LGBTQ+ community, but around the world.
The LGBTQ+ community prides itself on inclusion. Yet even in the thriving Gayborhood of Philadelphia racism is a problem. So, for Pride 2017 we met this issue head on. In partnership with Philadelphia's Office of LGBT Affairs, we took an iconic symbol of unity, the rainbow flag, and gave it a twist. We created a new design for the flag by adding two new colors, black and brown and kicked off Pride month in Philadelphia with a flag raising ceremony at Philadelphia's City Hall.
We designed a custom More Color More Pride logo, inspired by the flag design itself. Utilizing a stripe of the flag design to fill the letters helps to drive home this new symbol and its call to action of inclusivity within the LGBTQ+ community.
We took it one step further, creating custom flag pins and distributed them to local community leaders, officials and social media influencers. We encouraged people to order their own pins through our microsite, and customize their own t-shirts and apparel with the new flag to spread the word and fuel the conversation, both on the street and on social.
#MoreColorMorePride appeared in national, regional and local news outlets ranging from CNN to NBC News and Out.com to Philadelphia Inquirer to NY Post and Vox News. Over 38 earned media placements were secured, garnering a total of 272,122,940 impressions. On social media, we started a dialogue through community posts, comments and discussion on our owned social channels, Youtube videos, and influencer posts worldwide. We reached 6.8 million people from 2,480 hashtag mentions by 1,856 users on social throughout the campaign. The hashtag, #MoreColorMorePride was used 648 times on Instagram.
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