Every June, millions of courageous people come out on the streets and express who they are. They walk holding hands, kiss who they love, and hope that the world will accept them. But 2020 changed it all. The global pandemic enforced a strict national directive that everyone follows physical distancing has led people to stop expressing themselves at public gatherings, including the Pride March. Therefore, BIG FM decided to encourage everyone to be part of the Pride parade without leaving their homes and showing support by hoisting an unusual flag from their homes' safety.
People were asked to do what they do every day – put their clothes to dry but with a twist. We asked them to arrange clothes to create the Pride flag, take a picture of the same, and upload it using the hashtag #PrideFromHomeByBigFM. Various RJs from Big FM and many LGBTQ community activists, friends, and followers came together to show support. From social media promotions to mentions by RJs on-air, we garnered a 140% increase in the share of voice and earned 1.2 million worth of free media.

This project was done at Dentsu Mcgarrybowen.







2021 Kyoorius Creative Awards — In-Book / Baby Elephant Winner