Pride Month Do’s & Don’ts: Creating a Genuine and Effective Social Media Campaign
In June, humans and businesses worldwide take time to show support and celebrate the LGBTQ+ community. The way businesses approach pride month is important for expressing what their values are as a brand — inclusive, welcoming and respectful of all people. This is a great opportunity for all industries to step up your commitment to the LGBTQ+ community.
If you’re a business planning your next social media campaign, think of ways that you can educate, raise awareness, and demand action when necessary in a way that is true to your brand. Your objectives should be clear in communicating why your brand is getting involved, not only during the month of June but year-round. Be transparent and don’t be afraid to get personal.
We have put together some Do’s and Don’ts for your brand to consider when creating a social media campaign during Pride Month:
Do: Be authentic about WHY you’re launching a Pride marketing campaign
• Ask yourself, what is my role in celebrating pride? Am I an ally, an advocate, a participant, or something else ?
• Are we going to continue the conversation past June 30?
• What are my customers or clients going to gain from involving myself into conversation?
Don’t: Only add rainbow colors to your logo because it’s “trendy,” instead DO
• Include inclusive photography for your website and marketing campaigns.
• Create a promotion or product where a percentage of the proceeds go to a nonprofit organization that is supporting the community.
• Make an announcement on creating LGBTQ+ specific company policies, and be authentic.
Do: Partner up with an organization and/or LGBTQ+ society members to educate and raise money for nonprofit organizations
• Make a post or write up a blog acknowledging and uplifting LGBTQ+ individuals in your company or industry. Feature someone from your team if they’re open to it!
• Team up with a local LGBTQ+ nonprofit organization or influencer to help spread awareness and amplify your message.
• Educate your audience on the history and origins of Pride Month.
Don’t: Be a performative ally
• Performative allyship is doing something to gain social capital versus a true devotion to the cause – it is disingenuous, disrespectful, and can even be harmful!
• Make sure your business is able to back up and stay true to any statements they make in June for the entire year.
• Stand by the social responsibility you are accepting by implementing a campaign for Pride Month.
Here are some of our favorite Pride Month Marketing campaigns:
Kate Spade: Kate Spade New York is a luxurious fashion design house known for its women’s clothing and accessories. This year, Kate Spade New York has done a few things for Pride Month. They have gathered partners from the LGBTQ+ community to talk about mental health and identity during pride season across all their platforms such as Instagram, Youtube, and TikTok. Kate Spade New York also partnered up with the Trevor Project where their donations help to fund their critical LGBTQ+ youth community outreach, programs, and essential 24/7 crisis services.
Barrys: Barrys is a gym/physical fitness center. For Pride 2022, they have partnered up with GLAAD, an organization that works to achieve acceptance and equality for the LGBTQIA+ community.
Morphe: Morphe is a popular makeup retailer known for its inclusive and affordable makeup. This year, they have come out with an entire Pride Month-inspired makeup collection including eyeshadow palettes, face gems, and makeup brushes. 100% of the net proceeds made from this collection will be donated to The Trevor Project to support their mission of providing crisis intervention services to LGBTQ young people
Ralph Lauren: Ralph Lauren is a designer clothing company known all over the world. This company’s approach to Pride Month this year was to provide a platform to educate others on the intricate history of Pride. Ralph Lauren also has a partnership with The Stonewall Community Foundation where they make donations and investments for LGBTQ+ organizations.
Fabletics: Fabletics is an active lifestyle brand selling activewear and accessories for men and women. Fabletics has come out with a pride month clothing line this year named ‘United with PRIDE’ made for “everyone and everybody”. They have also partnered up with GLAAD and made a $25k donation alongside the launch of their new collection.
Ugg: Ugg is a designer footwear brand founded by Brian Smith. For this year’s Pride Month, Ugg has partnered with the Trevor Project to educate others. Ugg has also created a line dedicated to Pride Month while donating $125,000 of the proceeds to the Trevor Project.