DESTINATION PRIDE

For LGBTQ+ travellers, what's legal in one place can be punishable by prison, or worse, in the next. That's DestinationPride.org has been created – a data-driven mobile search platform that reimagines the Pride flag as a dynamic bar graph, then uses it to visualize the world's LGBTQ+ laws, rights and social sentiment

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Objectives

Inform the travellers. Users can search any town, city, province, state or country on earth. Our algorithm then calculates six key measures of acceptance, such as marriage equality, sexual activity laws and real-time social media sentiment. It then generates a Pride flag visualization based on the data. Each visualization provides a quick snapshot, and point of comparison for how far a destination is on its journey to LGBTQ+ acceptance.

Strategy & solution

The current iteration of DestinationPride.org has been in development for more than 18 months.
The launch has been supported with PR and a global ad campaign that included more than 100 unique Facebook campaigns, running in 92 countries and 46 languages. Each targeted local LGBTQ+ communities and contained unique creative featuring the target country's flag - and contextual messaging based on region-specific insights.

Results

1.226% increase in social mentions of PFLAG Canada during campaign period

Conversation activation across tourism offices (including New Zealand and Vancouver), politicians (Alberta MPP, Sandra Jansen) and celebrities (Tegan and Sara).

Partnership interest from major global travel and LGBTQ+ community brands.

All contributing to Destination Pride being the most shared and discussed communication platform in PFLAG's 45-year history.

The Pride flag visualizations have been included in the London Design Museum's retrospective on graphic design and political messaging. The show, called, "Hope to Nope: Graphics and Politics 2008-18" runs until August 12, 2018

19 Cannes Lions awards
1.226% increase in social mentions

ipg media brands - Belgium