An LGBTQ+ guide to pride for brands

BRANDING

Participation by brands in Pride months has surged. But with that comes the risk of rainbow washing.

For those new to a cause with a long history, there can be stumbling blocks—especially when appropriating the rainbow flag (in fact, there are 13 flags representing portions of the LGBTQ+ community). And for those that want to authentically engage with the community, we put it in a way any brand could understand: a brand guide. 

People celebrating Pride with rainbow flags
Rainbow with a cause

CF's LGBTQ+ staff memebers worked with our EDGE Team (Empowering Diversity & Gender Equity) to develop Rainbow With A Cause: an easy-to-follow guide that explains the meaning of Pride, the story behind each of the flags, and offers advice and guidelines for showing allyship like you mean it. All in 25 colorful pages.

Rainbow With A Cause was distributed to clients, agency friends, and posted for any and all to download for free. The site received thousands of visits, and the guide itself garnered press from The Drum, Shoot, MediaPost and an interview with AdForum.

As a queer person in advertising, I continually see my community asking brands to do better.

– Caroline Henry, Sr. Writer –

Image from Copacino Fujikado Pride Guide title page
Image from Copacino Fujikado Pride Guide detailing Marsha P. Johnson
Image from Copacino Fujikado Pride Guide detailing the origin of the rainbow flag
Image from Copacino Fujikado Pride Guide detailing the evolution of the rainbow flag
From advertising to academics

The guide made its way from Seattle to Madison Avenue to a classroom at the University of Minnesota, where it’s been incorporated into a class on diversity and brand strategy.

 

From advertising to academics
Illustrated icon of a graduation cap, representing acedemics