The LGTBI+ community faces endless obstacles. One of them is not being able to participate of a Pride parade accompanied by their families. There are multiple myths and falsehoods surrounding a Pride parade, and some sexualized acts or non-modest clothing are examples of the images that become popular in the media the day following Pride. These images promote fear and prejudice and prevent families from marching along their diverse offspring. In addition to this sentiment, the pandemic caused the cancellation of all on-site and large-scale events.
This is why DDB Colombia -in partnership with Mesa de Trabajo LGBT de Bogotá, Pink Consultores, egoCity and Colombia Diversa- created for its client Claro the first live and completely virtual parade through Zoom and YouTube Live. For the first time in history, 15,000 people paraded virtually their pride in a safe way with the people they love and who have always been by their side. Through Zoom and YouTube Live platforms, all participants consumed more than 20 hours of content divided into 4 rooms where the public could choose between different conceptual themes about the LGBTI + community with shows, lectures and online debates.
Throughout the parade, the 15,000 participants uploaded the various moments and posted their messages of pride and support on social networks with the hashtag #walkwithme taking the parade to the first place in the trending topics of the country.
With the aid of technology, Colombia’s largest telecommunication’s company -Claro- will unite thousands of people connected to the same live, virtual and unprecedented parade.