This UEFA protest campaign turns any soccer field into a Pride flag

Copenhagen Pride and agency Worth Your While launch 'Proud Pitch'

Published On
Jun 28, 2021

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This month, soccer fans have finally been able to congregate with banners and cheer gear at the UEFA European Football Championships after it was delayed a year due to the COVID-19 pandemic. But not all could show their support as they wished.

Last week on Wednesday, June 23rd, the Allianz Arena stadium in Munich sought to illuminate its exterior in rainbow colors in support of LGBTQ+ fans for the match between Germany and Hungary (they tied) after Hungary passed legislation that restricts any media content that depicts homosexuality, trans identity or gender queerness. However, the Union of European Football Associations, which governs the tournament, denied the request for a show of allyship. 

So one agency has come to the rescue with a new Instagram filter that can fill any game with "Pride."

Instructions for using the "Proud Pitch" Instagram filter

In less than 48 hours after the UEFA's ruling, Copenhagen Pride and Danish agency Worth Your While debuted “Proud Pitch,” an Instagram filter that transforms the green soccer pitch of any game into a Pride flag.

Gif of "Proud Pitch" Instasgram filter in action

“The ‘Proud Pitch’ is a great example of how creativity can give people a voice,” said Lukas Lund, Worth Your While’s executive creative director, in a statement. “Nothing beats when communication ideas become tools to express opinions on things happening in culture. And this tough situation is certainly something that requires that people raise a flag.”

To join the protest and watch the tournament’s upcoming quarterfinals on a rainbow field, simply launch Copenhagen Pride’s “Proud Pitch” filter on Instagram.