Pride Month is a period of freedom of expression for the LGBTQ community, but this has yet to be realized in China. Our objective was to give the community a way to freely express themselves and Raise their Pride.
The campaign rolled out through the entire pride month of June. The Pride flag was reinterpreted into a pride pack consisting of T-shirts in colors representative of the pride flag. The pride pack was given out to the community who turned the city's clotheslines into a proud expression of their pride. People started to spread the word and shared their pride on Weibo, WeChat and even Instagram, creating a ripple effect achieving a total of 8.2M views for “Raise the Pride”.