Destination Pride

  • Agency : FCB/SIX
  • Place : Canada
Advertiser :
  • PELAG Canada is Canada’s only national organization that offers peer-to-peer support striving to help all Canadians with issues of sexual orientation, gender identity and gender expression
Objective / insight
  • Global travel can be a complex undertaking for anyone, but it’s especially challenging for members of the LGBTQ community : in some nations, same-sex relationships are still frowned upon, or against the law, or in extreme cases, punishable by imprisonment or death
  • PFLAG Canada wanted to create digital hub that lets users quickly gauge a city’s attitudes toward LGBTQ visitors
Implemented strategy
  • The rainbow Pride flag, a symbol of inclusiveness since its creation 40 years ago, is morphed into a data visualization tool designed to help LGBTQ folks travel safely They identified
  • The locales are ranked based on six metrics: marriage equality, sexual activity laws, gender identity protections, anti-discrimination laws, civil rights and social-media sentiment. Each of these categories corresponds to one of the color bars of the pride flag: red, orange, yellow, green, blue and purple
Technology implemented
  • The algorithm gathers the country-, state- and city-level laws that govern those areas from the LGBTQ+ knowledge base Equaldex
  • Next, it validates and gap-fills with data from Wikipedia
  • Finally, it pulls real-time social media sentiment from the social analytics tool Netbase
  • All information is averaged to an overall numerical score that ranks each city on a scale of 0 to 100
  • 100 campaigns have been created, run in 92 countries and 46 languages
  • +85,000 destinations searched and flags generated
  • The Pride flag visualizations have been included in the London Design Museum’s retrospective on graphic design and political messaging


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