COVID-19 cancelled the traditional LGBTQ+ Pride parade. To celebrate safely, P&G partnered with Entertainment Weekly to remember LGBTQ+ trailblazers, Elton John to Ellen DeGeneres. Editorial and advertising merged to highlight the community’s visibility. The result was “Can’t Cancel My Pride,” an effort that drove cultural awareness, such as Australian comic Hannah Gadsby’s work. And the effort clicked with readers: 82% spent 100 minutes reading the issue, while 85% supported EW covering lesser-known and targeted LGBTQ+ subjects.