The Pride movement and the Pride season has gone from something 'brands would rather not touch upon' to a key moment on the calendars of brands.

Whether it's a rainbow on a sneaker or on a bottle of vodka, Pride has become hard to miss. This Funraiser came to life when we realised that all of the above was often all brands were doing. As with any form of appropriation, important elements of (gay) culture were used without anything in return.

As an advertising agency, we want to use our key position in communicating with brands to educate them and to help them make better decisions. We don't think brands shouldn't express their support for the LGBTQ+ community, but we want to challenge them to contribute something to that same community. That's why we launched the Funraiser: a fundraiser that exchanges Pride content for donations to LGBTQ+ charities, and educates brands on how to create a more inclusive workplace.