Not-for-profit organisation Amnesty International has unveiled a new ad series challenging performative allyship for Pride Month.
Devised by communication agency Shape History, the creative is centered around a rainbow bracelet, a symbol of “solidarity and allyship”.
Advocates who have donated to the charity will be given a bracelet as a sign of their support for the LGBTQIA+ community.
“We want to move beyond empty gestures and rainbow-washing. True allyship means taking action, speaking out and supporting the fight for equality, not just during Pride, but always,” said Chiara Capraro, gender justice programme director at Amnesty International.
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“By donating to Amnesty, supporters are directly funding vital human rights work.”
It will run across social media, print and out-of-home throughout June nationwide. Media planning was managed by the team in-house.
Zoë Dawson, associate creative director at Shape History, said: “These days, it feels like most people call themselves allies to the queer community, which is wonderful. But the reality is that LGBTQ+ rights are rolling back, and hate is louder than ever, so allies need to be louder too.
“This campaign is about celebrating the daily acts that make up true allyship: how real people show up, speak out, and stand beside the queer individuals in their lives. Pride has always been a protest, not a performance, and there’s no-one better to remind the world of that than Amnesty International UK.”
