The marketing industry must stand out and stand proud (and not just in Pride month)

“Happy Pride month!” they said. “It will be fun!” they said.

We deduced that if there’s one thing that we all have in common, it’s that we are all different. At once, from that sentiment, there was an element of surprising relief. Relief in simplifying complexity; surprising that it was universally and effortlessly received. The conversation expanded to the notion of open minds, open hearts, respect, and kindness.

Ultimately, the debate revealed a disparity between words like ‘tolerance’ and words like ‘acceptance’. Thinking about these concepts in 2023 is inevitably fueled by discussions about banning literature and legislation minimizing people’s integrity.

As an agency, and in our work for various brands, we aim to achieve ‘meaningful difference’. That’s not just a duty, but an element of culture. Our Amsterdam office sits in one of the most open-minded and colorful communities in Europe, with a diverse team from all walks of life. So, as a collective, we set ourselves a task for meaningful impact, for the people.

Starting in June and all through the summer, we’ll be initiating sincere conversations with everyday people. We’ll explore personal testimonies of pride, acceptance, love, and the right to stand out. The campaign, called StandOut.StandProud, invites individuals to share their distinctive stories, aiming to amplify unheard voices; normalize diversity; and shape a powerful narrative. This narrative will manifest colorfully and boldly in the city of Amsterdam, through channels linked to our everyday lives.

Starting with a campaign on our social channels, we hope to elevate conversations that come from the heart and to reach those that may not be able to freely express their own hearts. We’ve set up an easy-to-complete questionnaire to help bring these stories to light, and to facilitate awareness, healthy debate, and recognition.