Jenny Chan 陳詠欣
Jun 11, 2018

Pride campaign: Everyone's connected to someone LGBTQ

Wunderman's 10th-anniversary campaign for the longest-running LGBTQ event in China highlights a rainbow-coloured Chinese number 10 (十) hidden in Chinese surnames.

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.

 

 

 

 

 

 

Source:
Campaign China

Related Articles

Just Published

4 hours ago

Reddit launches in-house agency to help brands tap ...

KarmaLab will offer workshops and insights for brands from Reddit users.

4 hours ago

Adlanders work long hours because clients don't pay ...

The D&AD chairman places the blame for adland's long-hours culture at the door of marketers.

4 hours ago

Chaka Sobhani promoted to global chief creative ...

Sobhani will still head up creative at Leo Burnett London.

16 hours ago

Forrester CMO pushes for tighter integration of ...

Marketers need to tighten up oversight over all the touchpoints in the buying journey, which has increased from 17 to 27 on average during the pandemic, according to Shirley Macbeth.