West Pride 2020 Campaign
Behind the inclusive image of Sweden lies a different reality.
In 2020, Pride week falls at the same time as the Swedish National Day, on June 6th. A day traditionally occupied with national pride and the blue and yellow of the Swedish flag.
The cancelled annual West Pride festival, due to Covid-19, was replaced by Gothenburg’s biggest OOH campaign. West Pride chose to focus this campaign on promoting its LGBTQI training offered to companies, schools and organisations. A program that is now also available online.
In order to challenge the concept of 'Swedishness' and how proud, free and equal we truly are, GREY Gothenburg, together with West Pride, developed a campaign that pulls back the curtain of our Swedish nation to expose the reality of the LGBTQI community. A campaign that withdraws and replaces key words from everyday Swedish phrases and lyrics deep-rooted in the fabric of Swedish society.
"We believe that if you want to achieve change and a more open, equal and inclusive society, knowledge is the way forward," says Emma Gunterberg Sachs, Managing Director of WestPride.