To mark 50 years since the Stonewall riots, as part of the wider M&C Saatchi network’s PROUD campaign, M&C Saatchi PR Milano raised awareness on the company’s position on LGBTQ+ issues through a combination of influencer partnerships, sponsored social content and a very special delivery of Pride Rainbow Pills.
The #rainbowpills campaign was developed in response to the negative and misfounded belief that homosexuality is a ‘disease’. Through a combination of intelligence, irony and creativity the team took part in the long-awaited Rainbow parade in Milan on the 29th of June.
Especially developed for the event, each named and packaged with Pride-inspired words and colours, they shared the sweets at the parade and sent them to specially selected influencers. In sharing the rainbow-coloured candy they carried a very important message: the only disease to be cured is homo-transphobia.