Creative agency Dentsu Italy, in collaboration with LGBTQIA+ advocacy group Agedo, turned billboards across Italy into platforms for LGBTQIA+ discussions, connecting digital and real-world conversations.
“Proud Beyond Pride," which includes brands like Scalo Milano Outlet & More, Shiseido Italy, and Mareblu, aims to keep conversations on LGBTQIA+ issues alive throughout the year.
The campaign is part of the “dentsu & Friends” program, which brings together brands, creatives, and media partners to support social causes.
The OOH efforts are composed of Milano Pride Parade participants’ signs, gathered and featured as messages on billboards in cities like Rome, Lamezia Terme, and Catania.
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The campaign's 90-second video shows the struggles faced by the LGBTQIA+ community set against the backdrop of the Milano Pride Parade held on June 29.
Inspired by a Brandwatch study showing that online searches for "Pride" peaked in June but declined sharply afterward, Dentsu and Agedo saw an opportunity to keep the momentum going.
With backing from 15 advertising agencies, the campaign is rolling out on digital and traditional billboards from Milan to Sicily.
This wide reach ensures that conversations about LGBTQIA+ inclusion don’t just disappear after Pride month, but instead, become part of daily life.
Dentsu Italy Social Impact Director Ilaria Affer expounded on the rationale behind the campaign in a November press release:
“As a Società Benefit (Benefit Company) we work to promote a communication that can really spread positive values and generate a beneficial impact on society. Pride is an important moment to pursue this aim, but it is not the only one.
Because the goal is to educate ourselves and our Industry to talk about inclusion little by little, and continuously. The formula is as simple as it is powerful: a clear message, a strong partnership with various stakeholders and targeted distribution of the message.”
The billboards, through vibrant visuals and encouraging copy, amplify the community's messages throughout the country.
This is a great example of purpose-driven branding, in which Dentsu unites stakeholders and the community toward a common mission that extends beyond its agency services.
Engaging Audiences with Interactive Billboards
Equipped with QR codes, the billboards direct viewers to an online platform where they can access resources, learn more, and join conversations around LGBTQIA+ values.
This experiential marketing approach created an immersive experience for the audience, leading to significant growth in online engagement.
Through "Proud Beyond Pride," Dentsu said Pride-themed conversations increased by 72% from July to October 2024 compared to the same period last year, reaching over 21 million people across Italy.
Marta Danneo, Agedo’s social media manager, also highlighted the organization’s commitment to supporting LGBTQIA+ individuals and their families:
“The perseverance of Agedo parents in winning the rights of their daughters and sons, together with the determination and care that Dentsu has put into this project, help to ensure that this work is not in vain and does not just stop at the famous ‘pride month’ in June.”
This innovative approach is expected to inspire similar initiatives worldwide, driving sustained dialogue and progress for the LGBTQIA+ community well beyond Pride month, reflecting the social relevance promoted by leading agencies like Dentsu.
With the support of multiple brands and media partners, "Proud Beyond Pride" represents the latest step in Dentsu’s ongoing commitment to inclusivity and social impact through its “dentsu & Friends” platform.
Previously, Dentsu Italy also partnered with Spotify for the Summer Hits Symptoms campaign, highlighting its dedication to impactful social initiatives.
