The Long Beach Pride Parade is the second largest Pride parade in the United States, and yet many straight people who live in Long Beach have never attended. Our campaign focuses on these individuals. Based off our research, this group belongs to a gray zone area.
They don’t really have an opinion against the parade, but they have been slightly influenced by stereotypes and assumptions. In order to avoid these stereotypes, we wanted to avoid any clichés like rainbows for example. We also wanted this brand to feel fresh and inviting.
By playing with the phrase “Come Out”, we have left the meaning open for interpretation. There are plenty of reasons for everyone to Come Out. For example, you can Come Out and dance, support, or even just be you. The idea is to get people to realize that “Come Out” has a different meaning for everyone.
Each poster tells a unique and personal story about that indivuals reasons to Come Out.
TAKE INITIATIVE
The Ally Project is for individuals who want to take that extra step. An Ally is more than a friend, it's a person who's taking a vow to stand up for the gay and lesbian community. The bracelet works as a reminder of their moral commitment. Each bracelet comes with a shirt.
There will be a photo booth station where people can choose a sign that states their reason for coming out. Each person will receive two prints, one of which is a postcard.
