Retail giant H&M has announced the launch of its new “Beyond the Rainbow” campaign today (on 1 June), in support of the LGBTQIA+ community and Pride 2021.
Starring American actress and singer Michaela Jaé Rodriguez (pictured above), and American activist, artist and actor Chella Man, the interactive campaign shows H&M’s continued support of the LGBTQIA+ community, through stories from the campaign’s stars. It also encourages people (staff and customers) to share their own through a newly developed web app. The campaign also features Mexican influencer Héctor Trejo, Danish actor, model and DJ Sus Wilkins, amongst others. In addition, several of H&M’s own employees appear in the campaign to share their inspiring, personal perspectives on what Pride means to them.
“It’s not to wave around to show ‘We’re here’, it’s ‘Look what we fought for’. We’re the ones who created our own liberation. The Pride flag is beautiful, but I’m not sure a lot of people understand how beautiful, I’m not just talking about the colours, it’s what’s beyond them,” stated Michaela Jaé Rodriguez; one of the many powerful voices in the global campaign.
SUPPORTING DIVERSITY & EQUALITY
The stories told in the campaign are of love and hate; of growing up and coming out; of finding true love wherever and whoever you are; and celebrating everyone’s right to be themselves. Featuring people from different continents, age, gender identities and sexual orientations, H&M’s “Beyond the Rainbow” campaign aims to inspire individuals to share their own stories; and support the core values of diversity, equality and transparency which are the heart of Pride.
“Storytelling is something that has the power to connect us all; and I’m extremely proud that this campaign provides a platform to share the meaningful stories of its incredible cast,” stated Carlos Duarte, President of H&M Region Americas. “‘Beyond the Rainbow’ is a celebration of the LGBTQIA+ community; and truly encompasses H&M’s values of self-expression, being yourself and embracing others for who they are.”
VALUING THE TRUE MEANING OF PRIDE
One of the additional exciting aspects of the campaign is a web app which utilises breakthrough technology, allowing anyone to use a web-based scanner on their smartphone to identify rainbow patterns in their surroundings. Previously, image recognition technology has never been able to recognise colour, making this innovation the first of its kind. By scanning any rainbow Pride flag – from actual flags to rainbow doughnuts, teddy bears, clothing and everything in between – users are taken to the “Beyond the Rainbow” landing page; where true stories from diverse individuals in the LGBTQIA+ community are revealed.
Users are also able to watch videos, utilise Instagram filters and share their own Pride stories on social media. The technology was created to make an important point; that the true meaning of Pride is more than just the colours of the flag. It’s the sum total of all the heartfelt and personal stories of the LGBTQIA+ members that can be found “Beyond the Rainbow”.
Image Credit: H&M
In addition to this year’s campaign, H&M USA is supporting The Trevor Project; the world’s largest suicide prevention and crisis intervention organisation for lesbian, gay, bisexual, transgender, queer, and questioning young people. H&M said it will match donations made to The Trevor Project during a special Match Campaign this month (in June).
To mark Pride 2021, Hong Kong announced the winners of its latest LGBT+ Inclusion Awards. Click here to read more.
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