Travelling is often associated with a sense of insecurity for people from the LGBTQIA+ community. With its Pride campaign “The world says yes to you” Lufthansa wants to help queers (and their supporters) to discover more safe spaces. Because in every place, even the most unlikely ones, there are people who welcome queer life. The aim was to demonstrate Lufthansa’s caring philosophy and to support the LGBTQIA+ community around the world and diverse lifestyles worldwide.

In this shortfilm campaign we introduce two protagonists from the LGBTQIA+ community who created an unexpected safe space for queer people: Nuala from Brazil takes us into her unusual surf school and talks about her background and how she came up with that idea. Brian from the US invites us to his Gay Rodeo in the middle of conservative America.

The campaign took place mainly on youtube. Within shortest time it reached an unexpected high engagement of people who loved and supported the message Lufthansa sent out to the world. And of course hundreds of comments from people whose minds are just too narrow to realise that luckily the world has changed. For Lufthansa this campaign was another milestone in a history of supporting the queer community and strengthened their perception of being a leading ambassador of open-mindedness.