Image: “Third Toilet”, an installation constructed by creative agency BBH London for TransActual UK, outside the Supreme Court (Rhiannon Adam).
Every June, rainbow-splashed brand logos flood our feeds for Pride Month, but authentic Pride marketing is more than annual optics.
The best pride marketing campaigns align with brand values year-round, champion real LGBTQIA+ voices, hold cultural relevance and give back meaningfully to the community.
Celebrating Pride Month is great, but showing up consistently is what really counts.
Here are five brands that got it right.
Hinge, ‘NFAQ’
Hinge
Hinge’s ‘Not Frequently Asked Questions’ (NFAQ) campaign amplifies a genuinely useful resource created by the dating platform to address the specific anxieties and questions LGBTQIA+ daters face.
With input from queer voices including therapists, artists and activists, NFAQ tackles topics rarely discussed in mainstream, heteronormative dating advice, from navigating demisexuality to dating while closeted.
It’s available for free both in-app and online and has been continuously updated with questions from the community since its 2022 launch.
NFAQ also informed the basis of Hinge’s report, ‘Beyond the Talking Stage’, which aims to empower LGBTQIA+ people to build meaningful relationships.
The campaign forms part of Hinge’s broader, year-round commitment to making dating more inclusive and supportive for LGBTQIA+ people.
Why we love it:
- It’s useful and purposeful, filling an important gap by providing trusted advice from and for the queer community.
- It fosters honest conversations around dating that mainstream media often overlooks.
- It’s accessible and free all-year round, ensuring lasting impact for anyone who needs it.
- It’s part of Hinge’s multi-year investment in LGBTQIA+ wellbeing.
Lucy & Yak, ‘With Love’
Lucy & Yak | Artist credit from top left to bottom right: Steve Aparicio, Fredde Lanka, FlatBoy, Fox Fisher, Fox Fisher, Brian Rau, Bhavani Bala, Frances Cannon.
Brighton-based brand Lucy & Yak launched a collaborative collection designed by seven LGBTQIA+ artists from around the world for its ‘With Love’ campaign.
Each collaborator created a design which came together to form a literal patchwork fabric of queer experience.
From drag-inspired eyes to underwater figures posed to spell out ‘trans joy’, this was unfiltered, creative queer storytelling with a unifying message.
Lucy & Yak also donated 100% of profits from the collection to three charities:
- Not A Phase, a trans-led charity supporting the trans+ and gender non-conforming communities
- Nai Bhor Sanstha, Rajasthan’s first and leading LGBTQIA+ community-based organisation
- ParaPride, a charity advocating for the visibility, education and awareness of LGBTQ+ disabled people
On their website, the brand shared: “We work with many artists, creators and internal team members who are from the LGBTQIA+ community and this year we wanted to take things one step further and bring you a collection of pieces we hope you’ll love to wear this year and every year to come.”
Why we love it:
- It champions and funds authentic queer voices by working with LGBTQIA+ artists.
- It gives back to the community through donations to non-profit organisations.
- The pieces are designed for long-term wear, giving the campaign a lasting legacy.
Lucy & Yak is a sustainable brand that supports the LGBTQIA+ community all-year round.
E45, ‘This Is Me. This Is My Space.'
E45
Skincare brand E45’s powerful campaign ‘This Is Me. This Is My Space.’ shone a spotlight on trans, non-binary and gender diverse people’s experiences, and the skin changes many trans people face when they transition.
Awarded the Channel 4 Diversity in Advertising Award, the campaign extends E45’s ‘This is ME45’ brand platform with authentic, empathetic storytelling. It follows trans women in their daily skincare rituals – simple, intimate moments of self-care and comfort in a world that often feels hostile.
The TV ad sat alongside a series of short-form social videos, ‘In My Skin’, where trans people share their experiences of transition and identity.
The campaign highlights both the challenges and joy in gender transition, addressing a community and perspectives rarely seen in advertising.
Why we love it:
- It amplifies trans voices and shows real, nuanced experiences.
- It brings visibility to often-overlooked dermatological needs.
- It combines mass broadcast with thoughtful social content to maximise the reach of trans’ people’s stories.
Levi’s, Not My First Rodeo
Levi’s tipped its hat to queer joy with a bold, rodeo-inspired collection that celebrates LGBTQIA+ self-expression and community history.
Drawing from the ‘Rainbow Rodeos’ – a queer cowboy culture that began in Nevada in the 1970s – the collection marries western heritage with unapologetic queerness. Think rhinestones, gold studs and rainbow colours that turn denim staples into a celebration of identity and resilience.
The campaign features a lineup of queer creatives like Orville Peck and Violet Chachki, and its title, ‘Not My First Rodeo’, nods to the resilience of LGBTQIA+ people who’ve navigated challenge after challenge.
Levi’s also donated $100,000 to Outright International, a global LGBTQIA+ human rights charity.
Why we love it:
- It meaningfully connects queer cultural history with Levi’s western roots.
- It spotlights queer artists who embody the collection’s spirit.
- It backs up its message with significant charitable support.
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About the author
Natalie Clement | Digital
Marketing Executive
With international experience as a digital marketer, writer, and editor, Natalie has worked across sectors including lifestyle, technology, and tourism.
