Client: Redi, Yajj, Colombia Diversa, Colectivo Sol, Grand Rapids Pride Center, Movilh, Fundación Veintiséis de Diciembre and Prensa Maric
As hard-won LGBTQ+ rights face renewed threats worldwide, Signs of Pride set out to influence public opinion by turning collective memory into an act of resistance. In the past three years alone, more than 90 legal changes have rolled back fundamental freedoms, reopening battles many believed were already won. The initiative began with a simple but powerful insight: decades ago, activists marched in the first Pride demonstrations carrying handmade signs to demand equality. Those same messages are once again urgently needed. Signs of Priderecovered the original protest signs from the earliest LGBTQ+ marches and brought them back to Pride 2025—carried by the very activists who first raised them. After months of research across more than eight countries, we located these pioneers and invited them to march again. Their voices and experiences were amplified through an internationally launched documentary and an open digital archive, preserving their legacy while reigniting public debate beyond the parades themselves. By reconnecting past struggles with today’s rollback of rights, Signs of Pride activated memory as a tool for social influence, generating more than 750 media hits, over 100,000 impressions, 24,000 views, and mobilizing more than 500 activists across countries.
