How 5 Brands Celebrated Pride Month By Donating To LGBTQ Charities

When patrons of the Stonewall Inn set off the historic 1969 riots after police raided and harassed members of the LGBT community, there was no telling that their activism would result in such an immense annual display of queer solidarity. With pride month coming to a close, the last few weeks have seen more rainbows and community organization than the original trailblazers could have imagined. From multiple parades and celebrations taking place around the world to inclusive marketing campaigns, brands have been showing their support and taking on the question of what pride really means.

In these cases, it means giving back to the the community directly while celebrating the progress made since the riots spearheaded a modern Gay Rights movement that continues to unfold. To commemorate  Pride 2018, I looked at 5 brands with campaigns that raised money for the community in the most effective and creative ways.

“Protect Your Wang”

Alexander Wang’s brand of street savvy apparel is  synonymous with New York cool. To recognize the month of pride celebrations, the designer collaborated with Trojan condoms for a spin on one of the most important things to wear year round. While the designer launched the collaboration last year, his efforts to further emphasize the important message came with a capsule collection of tee shirts, hats and socks for the occasion. The cleverly punned “Protect Your Wang ” slogan donated a portion of its proceeds towards sexual health programs.

“What Pride Means to Me”

In a bold celebration of pride, the Barney’s New York Foundation pledged to donate $5 to the LGBT Community Center for every Instagram post using the hashtag #WhatPrideMeansToMe. In a kickoff at the start of the month, the foundation pulled together thirteen different allies and queer personalities from fashion and entertainment. With a slew of people like ‘Queer Eye’s Antoni Porowski, nightlife producer Ladyfag and fashion stylist Mel Ottenberg among others, the campaign is a display of solidarity and commitment to the cause.

Ladyfag X Opening Ceremony

Opening Ceremony

Ladyfag x Opening Ceremony

Referencing the old tradition of covertly signaling fetishes and sexual preferences via color-coded handkerchiefs, New York party promoter and queer fixture, Ladyfag, collaborated on a capsule collection of bandanas and tee shirts describing the colors and the private acts they publicized- to those in the know. Funds raised from the collaboration went to benefit the Ali Forneycenter, where New York City’s homeless LGBT youth has sought refuge since 2002.

MAC Cosmetics

Since it’s inception, MAC cosmetics has been a great example of how to celebrate and highlight the LGBTQ community. From the legacy of the VIVA GLAM campaign to Pride in 2018, the Estée Lauder brand has recognized the diversity and beauty of  marginalized communities. In addition to participating in 9 regional celebrations this Pride month, the cosmetics brand provided its 4,200 full-time employees with $25 vouchers to put towards the non-profit organizations of their choice. The initiative is one of big importance to Global Executive Director of the MAC AIDS Fund, Nancy Mahon, and a great way to demonstrate the inclusivity central to the brand’s DNA.

Levi’s Pride 

With a Pride collection donating 100% of its proceeds to the Harvey Milk Foundation as well as the Stonewall Community Foundation , the company is making LGBT support as timeless as the denim pieces we have all come to know and love. With customizable tees and an array of queer ambassadors speaking on the importance of the month to them, Levi’s is leading the way with its fifth annual campaign.

First posted at: https://www.forbes.com/sites/roytelmontero/2018/06/30/how-5-brands-celebrated-pride-month-by-donating-to-lgbtq-charities/#acf62db2ff53

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