To make people believe the Army was a welcoming LGBT employer we needed to do something much more authentic and conversation worthy than just making an ad.

Instead we took a key army product and reframed it as a powerful symbol of reappraisal:

Soldiers are experts at staying hidden using camouflage cream, but there’s one day a year that’s all about standing out – Pride. So we created a new army product Pride Camoflage cream and handed it out to 1000s at the march, showing, not telling, people LGBT soldiers are welcome in the army.

During the Pride parade on July 8th 2017, we handed out over 1000 Pride Camo sticks to the LGBT community at Pride. OOH showcased our activity across the capital throughout the duration of the festival weekend. An estimated 26,500 people took part in the festivities over the course of the festival, with an estimated 1 million people gathering for the parade itself.

Visits to the Army diversity & inclusion webpages increased by 32% during the campaign period.

National coverage from Gay Times to International Business Times generated mass fame. It was ad of the day on The Drum and featured in Creativity Online and Campaign.

The activity highlighted how brave and meaningful engagement pays back, propelling us to go on to develop even more challenging work for The Army that confronts negative stereotypes head on.