While the Covid-19 pandemic has devastated a massive range of organizations worldwide, it has been particularly devastating for marginalized communities and nonprofits such as advocacy groups.
As Pride Month nears but the pandemic persists, most events remain canceled—meaning that a lot of sponsor dollars could go by the wayside, especially with businesses trying to trim their expenses amid an economic downturn.
Enter #PridePledge, a movement covered today by my colleague Mary Emily O'Hara, Adweek's diversity and inclusion reporter.
The pledge asks brands who had planned to sponsor Pride events in June to reallocate those dollars in ways that continue helping the LGBTQ community. They're asked to donate through You Are Essential, which already issues grants to related organizations, through the Town Hall Project’s Mutual Aid Hub, or directly to Pride organizations they have existing relationships with.
June will definitely be a telling month for brands that have talked up their support of LGBTQ Pride but have sometimes been criticized for taking a 2-dimensional approach by basically just putting rainbows on products and calling it a day.
Will brands keep their millions of sponsor dollars in the mix when the LGBTQ community needs it most? Or will it be quietly cut in the name of cost controls?
David Griner
Creative and Innovation Editor, Adweek
David.Griner@Adweek.com
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