Pride Campaign by VO Colours, a service of VO Citizen
VO Citizen’s proactive proposal provided JCDecaux with a unique opportunity to implement a Pride Campaign within their advertising street furniture in Brussels.
We recognized the potential to use their resources and make a meaningful impact during Pride Week (10-19 May).
We collaborated with 10 Key Opinion Leaders (KOLs), Them Studio and a local queer media KET Magazine, pooling our expertise and resources to create an effective campaign. The 10 KOLs were selected for their proximity and involvement with the LGBTQIA+ community in Belgium.
Objectives
The campaign aimed to celebrate and support the LGBTQIA+ community while promoting inclusion and unity.
Delivering a positive message while mitigating the risk of homophobic reactions and hateful messages was key in order to:
- provide a platform for the community to share their stories
- foster a sense of belonging and empowerment
- present the community in a positive light
- promote understanding and acceptance
- build community pride among residents
We responded by creating 10 short videos that were visually appealing, positive, and non-provocative to ensure the campaign resonated with the target audience and minimized backlash.
