Client: Redi, Yajj, Colombia Diversa, Colectivo Sol, Grand Rapids Pride Center, Movilh, Fundación Veintiséis de Diciembre and Prensa Maric
At a moment of global regression in LGBTQ+ rights, Signs of Pride delivered a breakthrough PR initiative by turning historical memory into a cross-border platform for visibility, engagement, and understanding. In just three years, more than 90 legal reforms worldwide have rolled back fundamental freedoms, making the voices of those who built the movement more relevant than ever. The initiative recovered the original protest signs from the first LGBTQ+ marches and brought them back to Pride 2025, this time carried by the same senior activists who first raised them decades ago. By placing movement pioneers at the center of contemporary Pride marches, Signs of Pride shifted public attention toward a frequently overlooked group, restoring visibility and authority to those who shaped the fight for equality. After months of research across more than eight countries, the signs and activists returned to the streets of Madrid, Mexico City, Bogotá, Santiago, and Grand Rapids, supported by organizations that have defended LGBTQ+ rights for decades. Their participation not only grounded the initiative in credibility, but elevated their work to an international stage. The breakthrough extended across documentary film, digital platforms, earned media, and an open archive preserving senior activists’ testimonies, driving renewed engagement and public understanding. As a result, the initiative generated more than 750 media hits, over 100,000 impressions, 24,000 views, and mobilized more than 500 activists across countries.
