Verizon Campaign Helps LGBTQ People Outside Big Cities Feel Included in Pride

The company's push features a video spot and digital Pride 'march'

The company released a video stitching together coming out stories. Verizon
Headshot of Alissa Fleck

While Pride is celebrated in many different ways around the country, LGBTQ+ people outside major U.S. cities often feel disconnected to Pride movements for a variety of reasons. Verizon aims to help change that fact in a new campaign with McCann, by opening up a dialogue with the assistance of its expansive network.

Yesterday the company shared a spot featuring real coming out stories—something many people struggle with in this country, it noted. The narratives have been woven together into a heartfelt video.

But the telecom giant took it further by, through a collaboration with R/GA, also encouraging its customers to get involved in a nationwide, digital Pride “march.” To participate, folks are urged to upload a short clip of them moving against a boldly colored background—the clips are then stitched together into a sort of virtual parade bringing people nationwide together in a dance across the screen. The illusion makes it look like they are “marching right alongside other people in a pride parade,” according to the company.

Verizon has had a partnership with PFLAG, the nation’s largest organization uniting families and allies with people who are LGBTQ, since 2002. Verizon announced it will this year donate $250,000 to the organization as well.

“Currently, Verizon also has a 100 percent rating from HRC, the largest civil rights organization working to achieve equality for lesbian, gay, bisexual, transgender and queer Americans,” Verizon said in a statement.


@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.
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