For the launch of their first ever Pride range, Bonds’ brief was to “make a difference to the LGBTQIA+ community”.

We knew that for Aussie queer youth, coming out can still be a difficult and stressful journey. But feeling seen and supported can make all the difference.

As Australia’s most iconic underwear brand, we wanted to use the fashion space in a way that could help queer youth feel comfortable and empowered to live as their true selves.

Our creative idea was Bonds OUT NOW: turning an everyday fashion phrase into a way to help queer youth come out. Created in partnership with Australia’s leading queer youth charity Minus18, Bonds OUT NOW featured 55 everyday Aussies from the queer community proudly sharing how long they’d been ‘out now’ for – everywhere from 6 months to 55 years – as a way to help queer youth feel supported to live out and proud.

For Australia’s queer youth, the journey to coming out is often fraught with complexity, angst, and stress. The impact of this is most evident in the higher rates of mental health issues experienced by young LGBTQ+ people.

So when it came to launching their first-ever Pride range (with a target audience of queer youth), our approach was to use Bonds’ platform in a way that could give meaningful support.

Knowing that queer youth look up to their peers for support and inspiration, we enlisted the help of older LGBTQ+ members to communicate to queer youth on social platforms they used, in a way that felt organic and personal.

Our cast included a diverse mix of every day and influential LGBTQ+ members. With a mix of small to large online followings, and each with their own unique reach within the queer community – ensuring our audience

Through a vibrant set of posters, Bonds OUT NOW featured 55 everyday Aussies from the queer community proudly sharing how long they’d been ‘out now’ for, as a way to help queer youth feel supported to live out and proud.

We shared the images out in the world, and out there online, the cast shared their coming out stories to inspire the younger generation. During Sydney’s Gay and Lesbian Mardi Gras, we also launched the OUT NOW Exhibition: a repurposed retail store where our portraits were proudly displayed, and where queer revelers from across the world joined in to have their portraits taken. For every portrait shared online, Bonds donated $1 to queer youth charity Minus18, raising thousands of life-changing dollars.

Bonds OUT NOW ran nationally throughout Australia – appearing online, outdoor and in-store – and ran for approximately eight weeks, from 10 February to 5 April, 2020.

- The Pride range exceeded its sales target by 70%.

- The campaign reached 14.7 million people

- 2.72 million people engaged with the content online.

- The OUT NOW Exhibition – held during Sydney’s Gay and Lesbian Mardi Gras – attracted 2,500 visitors over a three-day period, and saw hundreds of queer revellers join in our showing of pride by having their portraits taken. For every #outnow portrait that was shared online, Bonds donated $1 to Minus18, raising $10,000 for queer youth.

- Bonds’ partnership with Minus18 has continued to grow, with Bonds helping to raise awareness and funds for everything Minus18 does – including events, peer-to-peer support, producing resources, workshops and campaigns.