TORONTO — In celebration of Pride Month, Rogers’s flanker brand Fido announced today it has launched a new campaign that aims to connect Canadians through conversation and highlight a more diverse representation of Pride by showing Pride comes in every colour.
The June campaign features members of the LGBTQ2S+ community sharing their personal stories and revealing the flag they identify with the most. (Pictured are some of the flags featured in Fido’s campaign.)
“Fido will always be a brand that creates meaningful connections and advocates for true acceptance for everyone, regardless of race, gender, ethnicity or sexual orientation,” said Nancy Thomas, vice-president, Fido brand, in a press release. “We believe that Pride is more than six colours and there is incredible power in diversity. We continue to leverage our platform to help facilitate these important discussions and elevate LGBTQ2S+ voices as we work towards a more inclusive society for all.”
For this campaign, Fido is continuing its partnership with Pflag Canada, the country’s only national organization that offers peer-to-peer family support for individuals and their loved ones challenged by issues of sexual orientation, gender identity and gender expression.
Here are a few ways Canadians can get involved in the Pride celebrations with Rogers Fido this year:
“Click to donate” up to $25,000
Canadians can be part of the campaign by posting a selfie with Fido’s social AR filters on Facebook, Instagram and Snapchat throughout the month of June. Users can add one of the multiple flags provided representing some of the different sexual and gender identities to overlap on their selfie. For every photo posted with the hashtag #ConnectToAccept or #ConnecterPourAccepter, Fido will make a $1 donation to Pflag Canada, up to $25,000.
The #ConnectToAccept Write-a-thon
Wattpad and Fido have teamed up to launch the #ConnectToAccept Short Story Write-a-thon. For every story submitted, Wattpad and Fido will each donate $1 to Pflag Canada for a total of up to $3,000. Participants can trigger the donation by including the hashtag #ConnectToAccept or #ConnecterPourAccepter at the end of their story.
Fido’s “Flown with Pride” microsite
Fido has created a microsite for LGBTQ2S+ Canadians and their allies to embrace themselves and others for who they are. Launching June 11, the microsite will let participants place the Pride flag that best represents them onto their home province, which will evolve into a coast-to-coast visual representation of the community across the country. “It will also enable people to virtually connect with others in their area and embrace the idea that connection in diversity can move individuals and society forward,” reads Fido’s press release.
