To the queer community, Pride month is an important time to gather, celebrate, and continue the pursuit of equal rights. Four months into 2020, over 400 Pride celebrations worldwide had been canceled. This not only stripped the LGBTQIA+ community of safe outlets to celebrate their queer identity, but also left the community fragmented. Our main objective of our Pride 2020 initiative was to create a virtual Pride for the LGBTQIA+ community to safely come together, recharge and spread joy - allowing us to celebrate our proudest, queerest selves.
Events were livestreamed through both Vimeo and MixCloud platforms and seamlessly built into our website, so consumers never had to leave the site. We also built an interactive community functionality into the site - allowing consumers to create a profile upon log-in and sync with their Instagram account to connect with other community members and celebrate Pride together, virtually. Once logged in, consumers could RSVP for any and all events that peaked their interest - they could save it in their calendar, sign up for event reminders, and send events to their friends and family. When a program went live, consumers would receive a notification to enter the site, where they just had to click a button to watch the event live with the larger community.
In addition to the live digital events, the site included various elements to keep the audience engaged - including a ‘Get Involved’ page, which encouraged viewers to donate to our partner organizations who fight for queer social justice.
Although the queer community couldn’t celebrate Pride 2020 in person, our unique digital Pride program allowed folks to come together virtually - through our Human By Orientation website and various livestreamed events. In the end, we received 148 unique press pickups, a staggering 1.37 billion impressions, 40,083 site visits, 113 countries reached, 372 unique pieces of content, and over 16 hours of entertainment. We created 1 global community during an unprecedented moment of culture, allowing LGBTQIA+ people all over the world to gather, recharge, and celebrate their proudest, queerest selves.