This year, Pride campaigns have evolved. The coronavirus pandemic has forced Pride parades and brand across the U.S. to go virtual, giving brands the potential of global reach. And with the death of George Floyd inspiring millions to take action against systemic racism, many brands have revamped their virtual Pride plans to support the Black LGBTQ+ community.
In the U.S., Pride has close ties to racial injustice. Black LGBTQ+ individuals were a large part of New York City’s Stonewall Inn protests of 1969, the start of Pride. Many believe that the uprising was initiated when police tried to shove Black lesbian Stormé Delarverie into a police car.
These 12 brands are emphasizing and supporting the Black community in their Pride campaigns this year:
Netflix is hosting a “Netflix Pride” virtual event presented by Most, the platform’s dedicated social channels which promote content for the LGBTQ+ community. The event will be streamed on Netflix’s YouTube, The Most’s IGTV and TikTok on June 30 at 7 p.m. Eastern, and will feature famous Black LGBTQ+ champions including actress and activist Laverne Cox (star of Netflix’s new “Disclosure” documentary which is all about the history of trans images in film and TV), actor Tituss Burgess and singer Chaka Khan.
During the event, Netflix will raise awareness of the Marsha P. Johnson Institute, an organization that defends the rights of Black transgender people, named after Black drag queen Marsha P. Johnson, a prominent figure in the Stonewall uprising, as well as LGBTQ+ organizations Outright Action International and the Trans Justice Funding Project.
"LGBTQ+ communities across the country are reflecting on the meaning of Pride this year," Netflix said in a statement. "Against the backdrop of the Black Lives Matter movement, they are mobilizing in solidarity with the Black community to continue the fight for racial and social justice. Netflix is eager to recognize the unique challenges of these LGBTQ+ nonprofits while also amplifying the resiliency and strength inherent in the community."
Netflix has already announced a $5 million donation to Black organizations and Netflix CEO Reed Hastings has also donated $120 million to Black colleges and universities.