• by Danielle Oster , June 4, 2024

One of the country’s leading outdoor advertising companies is partnering with LGBTQ+ advocacy organization GLAAD to turn over its digital billboards in honor of Pride Month.

In exchange for a $25 donation to GLAAD, Outfront Media’s "Protect Our Pride” initiative offers individuals the chance to display their photo, name, and one of six personalized messages on Outfront Media’s digital billboards nationally. All funds raised go directly to GLAAD. To participate, individuals can fill out a form, submit a photo, and choose from the list of messages: "Protect All Love," "Protect My Love," "Protect My Family," "Protect My Friend," and "Protect My Joy.” To complete the transaction, they then head to glaad.org/outfrontpride to make their donation.

LGBTQ-owned businesses also have the opportunity to participate with an additional “Protect My Business” message using the same form, by making a $250 donation to GLAAD.

"Corporate allyship is integral to GLAAD's mission to accelerate acceptance for LGBTQ people," GLAAD vice president of marketing Raymond Dooley said in a statement. "By placing LGBTQ people, families and businesses at the center of this collaboration for Pride Month, Outfront continues to demonstrate what's possible when community connection meets authentic representation, leading the way for other brands and companies to do the same."

The campaign follows what Outfront described as a “successful” collaboration with GLAAD last year for its  “15 Seconds of Fabulous” campaign sharing messages to and from the LGBTQ+ community and allies across select billboards nationally.

This year’s effort also builds on GLAAD’s recently launched “Protect This Kid” campaign, which also leverages a national OOH component – including installments in Florida and Texas, states where some of the most hateful anti-LGBTQ+ legislation has been introduced, and where GLAAD Chief Communications Officer Rich Ferraro told Marketing Daily it was important ““go into those ecosystems” to deliver the campaign’s message.

In a statement, Outfront Media vice president of marketing Liz Rave called “ dedicating space to drive awareness and donations for an important organization” an initiative that allows Outfront to “deliver on our overall purpose."