J. Walter Thompson Canada
PFLAG - Raise the Pride / J. Walter Thompson Canada
Two million visitors were expected in Toronto for World Pride 2014. PFLAG (Parents, Families and Friends of Lesbians and Gays) decided to bring everyone together by using Twitter, a forum that historically had fuelled negativity about the LGBT community, and turn it into a real-time, technology-enabled experiential symbol of equality.
WorldPride 2014, the largest Pride event of its kind in history, didn’t just generate feelings of pride in the LGBTQ community, but also, importantly, contributed to feelings of patriotic pride among the Canadian population in general.
Attached is a report containing the key survey findings, with some highlights including:
o 81% of Canadians agree: “I’m glad I live in a country where people can participate in an event like WorldPride.”
o 54% of Canadians agree: “Hosting WorldPride makes me feel more proud to be Canadian”
o Engagement with WorldPride was primarily through social media
o The top three brands associated with Pride are, in order: TD, TELUS, and Air Canada
#RaiseThePride Activation Surpasses TD’s #ForeverProud in Social Media Impressions
ShantyTown Inc. and Toronto PFLAG, with help from JWT, started the #RaiseThePride movement that rallied around the spirit of Pride with a Twitter-powered flag above the Churchmouse Pub during WorldPride Week. The flag raised or lowered based on Twitter sentiment, highlighting supportive or intolerant slurs around the LGBTQ community.
The results from this activation were astounding with 6% of all the conversations around pride in Toronto centred on this initiative. It generated 5.2 million social media impressions and became its own entity with many tweets not directly associated to the flag but to pride on its own.
Insights Report and Assets
The attached report (pdf file) details key findings from the J. Walter Thompson Sonar study – which surveyed over a thousand Canadians – as well as social media listening analysis. Photos can also be found attached.