BACKGROUND

As a result of coming out, 1 in 3 LGBTQ+ people have been rejected by a close friend or family member. When you announce you are a part of the LGBTQ+ community it often becomes the only attribute associated with you. Being known as a loving daughter and son, hard worker, and honest human is often cast to the side and you’re defined solely by your sexuality or gender. When in reality those things have nothing to do with one’s worthines.

Dipping into Procter and Gamble’s stable of brands, we used Herbal Essences as an opportunity to encourage everyone attending PRIDE to celebrate all the qualities that makes them, them. Using deliverables such as floats, shirts, buttons, and flowers we encouraged Pride goers to “Celebrate Your Essence.”

Agency: Leo Burnett / Arc Worldwide