Honoring Pride Month and the Stonewall Legacy
June is Pride Month, a time when the world bursts into rainbow colors, love, and celebration. At Evolve Activation, we join millions in honoring the LGBTQIA+ community’s strength, diversity, and resilience. Pride is more than a parade or party; it’s a heartfelt tribute to living openly and authentically, and a promise that everyone deserves to be seen and celebrated for who they are. We also remember the origins of Pride in the Stonewall Riots of 1969, when LGBTQIA+ New Yorkers bravely stood up against injustice, sparking a movement that marked a new beginning for the gay rights movement in the United States and worldwide. That bold act of resistance set the stage for the global Pride celebrations we know today, reminding us that every joyful march and festival is rooted in a history of courage and unity.
Proudly Supporting Pride Marketing Since 2009
For Evolve Activation, Pride marketing isn’t just one month a year, it’s a year-round commitment. We’ve been actively involved in Pride events since 2009, partnering with brands and organizers to create memorable experiences that uplift the LGBTQIA+ community. Over the past decade and more, our team has traveled from coast to coast, producing activations at Pride festivals, parades, and LGBTQIA+ gatherings in numerous cities. We pride ourselves on not only executing events, but doing so in a way that honors the spirit of Pride. From day one, our mission has been to help brands connect with this community in authentic, meaningful ways. Each activation is carefully crafted to ensure that LGBTQIA+ attendees feel seen, respected, and celebrated. After all, Pride is personal to us; it’s about people coming together in love and solidarity. Evolve Activation is proud to have played a part in these celebrations for so many years, and we’ve learned that when a brand shows up for the community with genuine support, it leaves a lasting impression.
Spotlight on Standout Pride Marketing Activations
One of the best ways to understand our work is through the standout Pride marketing activations we’ve produced. Here are just a few highlights that showcase how Evolve Activation brings brands to life at Pride:
Progressive Insurance: “Faces of Pride” Photo Experience
When Progressive Insurance wanted to celebrate Pride in a big way, Evolve Activation helped bring their vision to life with the innovative “Faces of Pride” campaign. We created a high-tech photo studio booth that invited Pride attendees to step in and strike a pose. With professional lighting and vibrant Pride-themed backdrops, guests could capture their true colors in stunning portraits. Better yet, the setup featured instant social media integration, allowing attendees to upload their photos directly to Facebook with a quick click, share their Pride with friends in real-time. This activation didn’t stay in one place, either. We took “Faces of Pride” on the road, touring multiple cities so that communities across the country could join the fun. Our expert tour managers traveled with the booth to each Pride festival, ensuring a seamless experience at every stop. They handled everything from on-site logistics to hyping up the crowd, making sure everyone felt like a star in their own Pride story. The result was pure joy: thousands of smiling faces beaming from Progressive’s booth, a flood of online engagement, and a powerful message that Progressive stands with the LGBTQIA+ community, coast to coast.
Zevia: A Vibrant Pop-Up Sampling Bar
Zevia, the zero-calorie beverage brand, came to Evolve Activation with a goal: to quench thirst and spread happiness at Pride. We answered by creating a visually stunning pop-up hangout and sampling bar that quickly became a Pride festival hotspot. Under a bright, rainbow-adorned tent, we created a welcoming lounge where attendees could relax and connect. The centerpiece was a colorful bar stocked with Zevia’s newest beverages, ready to be enjoyed ice-cold on a warm Pride day. Festival-goers flocked to the booth not just for the free refreshing drinks, but for the experience itself. The space was designed with inclusivity and fun in mind, featuring comfortable seating, playful Pride décor, and Instagram-worthy photo opportunities at every turn (see photo). People mingled, made new friends, and discovered Zevia’s delicious zero-sugar sodas in an atmosphere embodying Pride’s celebratory spirit. By the end of the day, thousands had sampled a Zevia drink (or two!), and the brand had made a lasting impression as an ally who knows how to bring people together. This pop-up wasn’t just about handing out beverages but about creating a moment. Attendees left with a positive association for the brand, remembering that Zevia showed up for the community in style and with genuine enthusiasm.
Xfinity: Award-Winning Body Painting Experience
When Xfinity sought to celebrate Pride in a uniquely creative way, Evolve Activation delivered an activation that literally turned heads – an award-winning body painting experience that drove huge engagement and visibility. We teamed up with renowned body-paint artist Cheryl Ann Lipstreu, known for her appearances in body art competitions and international accolades, to transform Pride into a living art gallery. At the Xfinity booth, Cheryl Ann worked her magic live, painting models and even willing participants in brilliant rainbow colors and intricate designs. Each model became a walking masterpiece blending Pride motifs with Xfinity’s brand imagery, symbolizing the message that connectivity and inclusion go hand in hand. Crowds gathered in awe to watch the artist at work, snapping countless photos and videos as the vibrant designs unfolded on human canvases (see photo). The buzz was electric, festival attendees posted about it on social media, local news stopped by, and Xfinity’s activation quickly became the talk of the event. In fact, the campaign earned industry recognition for its creativity and impact. By combining art, personal expression, and interactive engagement, this activation did more than promote Xfinity; it gave the community an unforgettable experience. It showed that Xfinity doesn’t just put a logo on a float; they invested in a celebration of Pride’s artistry and individuality. The genuine excitement and applause from the crowd said it all: this was allyship done in living color.
Coast to Coast: Pride Activations Across the U.S.
Coast to Coast: Pride Activations Across the U.S.From major cities to iconic LGBTQIA+ destinations, Evolve Activation has proudly supported Pride celebrations across the country. Our team has managed the planning, logistics, and execution of activations at some of the largest and most beloved Pride festivals in the nation, including:
New York City, Los Angeles, San Francisco, Chicago, Washington D.C., Atlanta, Dallas, Phoenix, Columbus (OH), Denver, Boston, Las Vegas, Minneapolis, Nashville, and Provincetown (P-Town).
Each of these cities brings its own unique culture and audience, and we tailor every Pride marketing activation to resonate locally while still reinforcing your brand’s message on a national scale. Whether it’s navigating city-specific permitting, handling complex logistics for multi-day setups, or ensuring a seamless experience for attendees, we’ve done it all.
Beyond Pride Month: Authentic Support All Year
While Pride Month is a wonderful celebration, Evolve Activation firmly believes that true support for the LGBTQIA+ community must extend beyond just the month of June. We encourage the brands we work with to be a part of the community on a continuous basis, not just at one parade, and not only in big cities, but through multiple touchpoints and throughout the year. Why? Because authenticity and consistency matter. Members of the LGBTQIA+ community (and their allies) notice which companies show up only when the rainbow flags are out, versus those that stand by them 365 days a year. In fact, research shows that 81% of consumers want year-round inclusivity in advertising, not token gestures confined to Pride Month. It’s a clear message that a one-off campaign isn’t enough; brands earn trust by weaving real inclusion into everything they do. “There’s power in brands participating in Pride Month… But it can’t just be during Pride Month,” emphasizes Rich Ferraro of GLAAD. We couldn’t agree more. That’s why we advise brands to consider multiple-location Pride activations (spreading love in several communities) and look for opportunities throughout the year to support LGBTQIA+ causes and events. Maybe that’s sponsoring a local LGBTQIA+ film festival, supporting National Coming Out Day in October, or hosting Pride-themed pop-ups in different cities over the summer. By engaging in ongoing allyship, you show that your Pride colors don’t wash off when July 1st comes around. And from a marketing perspective, this approach resonates – when people see that a brand’s values are authentic, their loyalty grows deeper. Evolve Activation is here to help clients strategize for this kind of meaningful, year-round Pride marketing engagement. We bring our experiential expertise and cultural knowledge to ensure every activation (whenever and wherever it is) comes across as genuine support, not just a marketing checkbox. The bottom line: be there with and for the community on a consistent basis. Pride is not just a date on the calendar – it’s an ongoing commitment to equality, diversity, and love.
Ready to Make an Impact? Partner with Evolve Activation
As we celebrate this Pride Month, we also look ahead. There are countless stories waiting to be told and communities eager to connect with brands that genuinely care. Is your brand ready to make a meaningful impact with the LGBTQIA+ community? If so, Evolve Activation would love to be your partner in that journey. With over a decade of Pride marketing experience under our belt, we know how to craft activations that are not only incredibly fun and engaging but also respectful, inclusive, and authentic to the community. Whether you’re imagining a show-stopping Pride parade activation, a traveling pop-up that hits multiple cities, or a creative campaign that supports LGBTQIA+ folks year-round, our team is here to turn your vision into reality. We’ll collaborate with you every step of the way, from brainstorming concepts that align with your brand values, to handling the logistics and staffing with our seasoned experts, to executing an event that people will talk about for years. Our message to you is simple: don’t let Pride begin and end with June. Let’s work together to celebrate diversity and inclusion in every season. Reach out to Evolve Activation today to explore how we can help your brand connect with the LGBTQIA+ community in a genuine, impactful way. We’re excited to share our passion, expertise, and heart with you, and to create experiences that spread joy, support, and Pride far and wide. Happy Pride!
