Creative | Digital | Media
Situation
Rhode Island is a state with a proud heritage of celebrating inclusivity and diversity. From its founding as a haven for religious and political freedom, the state has welcomed all people. And, each June, Rhode Island welcomes Pride Month as a beacon for the rest of the world. Rhode Island Pride brings together the greater LGBTQIA+ community to foster inclusion, educate and create awareness of issues, and achievements in equality.
Key Initiatives
The agency developed a cross-channel campaign focusing on the idea that Rhode Island and ‘acceptance’ are one and the same, and always have been. Instead of just changing the state logo to rainbow colors (like many brands), Rhode Island developed a powerful and emotional campaign that reinforced the idea of inclusivity that’s always been a part of Rhode Island’s heritage.
Print, Outdoor and Digital
The campaign kicked-off with a full page ad in USA Today followed by digital display banners and outdoor boards in primary locations throughout the state.
Outcome
The campaign was extremely well received by the citizens of Rhode Island, driving a record number of people to the Rhode Island Pride website (prideri.org) where visitors could learn about the upcoming PrideFest and parade, travel and accommodations as well as various sponsorship packages for corporations. More importantly, Rhode Island welcomed more than 125,000 participants, more than a 25% increase from the previous event.
