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Verizon, Tinder Lead Best of Brands’ 2023 Pride Campaigns

A campaign for Visible, Verizon’s all-digital wireless service, ranked among the top 2023 Pride Month marketing campaigns as the annual celebration of LBTQ+ pride began. So reports The Drum.

Verizon1Visible premiered a 1970s-style game show, “No Straight Answers,” honoring the decade that Pride celebrations started. Hosted by TikTok personality Benito Skinner aka Benny Drama, the show pits social media stars against the Old Gays, queer activists, in a lively game commemorating the Pride movement’s pioneers.

Creative collective Madwell led the campaign. Visible also kicked off year-long backing for Services and Advocacy for Gay, Lesbian, Bisexual and Transgender Elders (SAGE), aimed at connecting younger and older LGBTQ+ generations to fight loneliness among seniors.

The Drum also highlights Tinder, which launched five new Pride-themed profile stickers for the month. The campaign followed a Tinder study that found 54% of LGBTQ+ identifying 18-25-year-olds said they came out on the app before friends and family. The internal Team Tinder developed the campaign.

Not to be outdone, Lime decked out its electric scooters and bikes with Pride flags across US markets such as Chicago, Denver, Los Angeles, Minneapolis, San Francisco and Seattle, plus abroad in London and Tel Aviv. Created in-house, the initiative also includes financial and other support for local LGBTQ+ groups in each city.

As the Associated Press reports, many big companies—Target and Bud Light manufacturer Anheuser-Busch among them—continued to support Pride this year despite right-wing backlash over their LGBTQ+ outreach efforts. Pepsico, Starbucks, General Motors, Jeep parent Stellantis and others said they have been backing Pride events for many years and didn’t think twice about continuing to do so in 2023.

Jeff Gennette, CEO of Pride sponsor Macy’s, told the Associated Press: “We stand by our values and we’re a highly inclusive organization. And we think the bulk of America is as well.”

As CNBC reports, about 70% of adults who don’t identify as LGBTQ+ feel that companies should publicly support the community, according to a survey by gay rights group GLAAD. The survey included online responses from more than 2,500 adults.

 

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