Pride campaign: Everyone's connected to someone LGBTQ

Wunderman China continues its fourth year as the communications sponsor for ShanghaiPRIDE, an annual event that aims to promote acceptance of the lesbian, gay, bisexual, and transgendered community through various sports, cultural and social activities. 

Building on the core theme of this year’s event ('Our community, our identity, our pride'), Wunderman China created the 'We’re all one family' initiative, which encourages everyone, LGBTQ or otherwise, to show solidarity.

Within the most common Chinese surnames, the campaign highlights a hidden Chinese number 10 (十) with rainbow colours. It "crystalises the idea that everyone is connected to someone that is LGBTQ", explains the agency.