Pride is characterized by marches and parades that hearken back to its protest origins. This made Pride celebrations incredibly challenging during COVID-19. And stay-at-home orders significantly impact those who feel they can’t be themselves at home, so...How in the context of the pandemic can we extend that visibility and representation beyond participating once a year in the Pride Parade?
In partnering with GLADD, Netflix found how entertainment uniquely serves as a vehicle for building empathy and understanding toward the LGBTQ+ community—which meant the platform has a significant responsibility to portray diverse stories and highlight marginalized voices.
In our work with Netflix, we focused on this insight. Our goal for Pride Day became to celebrate and highlight stories that prove Pride is bigger than 24 hours. Instead of just talking about the LGTBQ+ Netflix shows, our efforts focused on spotlighting the real people in a live YouTube program. Where I came up with the central idea, what better way to celebrate Pride stories than with a proposal? A life-long commitment live to understand how stories go beyond the screen and pour into real life, proving that real life is what truly inspires fiction
True allyship requires passionate advocacy for a given cause or community internally
—not just in your messaging.
LIVE PROGRAM
We developed a multi-level cross-functional campaign for all Netflix channels. Finding a start in media outlet executions and finding a home for the hero piece in a live YouTube program.
Social Media Posts
Team: Pablo Miranda, Naville Obeso, Cecilia Mancera, Mariana Ramirez
