Signs of Pride
Office
Global
Services
Creativity
Brand strategy
ESG and Diversity storytelling
Audiovisual production
Digital strategy
Date
2025
Decades ago, LGBTIQ+ activists marched with signs in the first Pride events in history to demand their rights. These were small marches, carried by handmade banners and direct messages, in a context where doing so meant exposing oneself, being singled out, and resisting.
Today, that legacy is once again at risk. In just three years, more than 90 legislative changes have rolled back fundamental rights of the community in different countries. In this context, looking back is not an exercise in nostalgia, but an urgent way to remember that nothing is guaranteed.
What happens when the messages that changed history become necessary again?
Solution
To shape Signs of Pride, we started from a simple yet powerful idea: to bring back the original banners from the first Pride marches and return them to the streets decades later. Handwritten messages that helped change everything and that today, in a world moving backward, remain more relevant than ever.
After months of research and documentation across more than eight countries, we identified the activists who first held these banners during the earliest Pride marches and invited them to march again in Pride 2025, carrying the same messages they raised when doing so entailed real risk.
The initiative was launched in cities such as Bogotá, Mexico City, Madrid, Santiago de Chile, and Grand Rapids, turning the marches into intergenerational spaces of connection. The action was amplified through an international documentary capturing the testimonies of these senior activists, linking past and present through an intimate and deeply human perspective.
In addition, an open digital archive was created, not only preserving the banners and their stories but also the historical context that made them necessary. This extends the initiative beyond the streets, transforming it into a living platform for memory, reflection, and active defense of rights.
Signs of Pride does not explain why these messages matter. It puts them back into circulation. An initiative that turns memory into action and demonstrates that what was won yesterday remains alive only if defended today.
RESULTS
