Bauer Media Outdoor and McCann London unveil 'Queering the Map' campaign for Pride 2024
04 Jul 2024 / News, Platform for Good
Following prominent collaborations such as 鈥�16th Century Life Expectancy鈥� for UK Black Pride and 鈥楩abruary鈥� for LGBTQIA+ History Month 2024, we鈥檙e partnering with McCann London for our third collaboration, 鈥楺ueering the Map鈥�.聽
This campaign takes real pins left by LGBTQIA+ people on the platform and transforms them into unique URL domains. These URLS become the campaign's headlines, capturing the essence of the 'Queering the Map' website, sharing the lived experiences of LGBTQIA+ people.
The raw. The emotional. The genuine. The awkward. The funny. The relatable.
These URLS act as redirects, for example, entering www.cameouttomymumoverskype.com into a search engine will direct users back to www.queeringthemap.com. Pins are selected from the region where the local pride event is taking place, creating a personal and impactful connection.
鈥淥ur Pride campaigns have gone from strength to strength over the years, and we鈥檙e excited to unveil the 2024 Out of Home campaign that will be running on Bauer Media Outdoor鈥檚 sites across Europe throughout the summer,鈥� said Jason Jarvis, Creative Agency Account Director at Bauer Media Outdoor. 鈥淧artnering with McCann London and Queering the Map has brought us one of our best campaigns yet, showcasing the lived experiences of Queer people around the world with the power of OOH. By sharing pins from Queering the Map that are local to the area the campaign is being displayed in, we hope to connect with and support the LGBTQ+ people in a thoughtful yet bold way.鈥�
Ben Conway & Lauryn Raymond, Creative at McCann London added, 鈥淟GBTQIA+ experiences are often 鈥榡oy washed鈥� during pride season, so it was instinctive to use pins from Queering the Map that show the queer experience in all its differences. From the serious to the funny, emotional, embarrassing, and relatable. It鈥檚 a side of the community rarely platformed and seen by the wider world, and putting that through the lens of utterly obscure website domains is how we hope to get more people to visit Queering the Map, pin, donate and share.鈥�
The campaign's hero launch took place at London Pride and Dublin Pride 2024. It will continue to be displayed across multiple digital Out of Home sites in various cities in the UK and Europe. Executions unique for regional events at Manchester and Brighton Pride will continue throughout the summer, with adaptations rolling out across Europe as well.聽
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