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Amplify + Google help the LGBTQIA+ community discover friendly places...
Safe spaces are crucial for the LGBTQIA+ community but aren’t always easy to find.
To solve this problem, Google created a function within Google Maps that allows users and businesses to easily identify LGBTQIA+ friendly places by adding an attribute to the app.
We needed to raise awareness of the tool and empower the community.
Insight + Strategy
As a global partner of WorldPride, Google wanted to spread awareness among the community of this tool with a broader above-the-line campaign and celebrate its importance during the cornerstone activity of Sydney WorldPride, the Parade.
LGBTQIA+ events are known to be bold, colourful and love incorporating body movement so we knew we had to show up loud and proud.
Translating the overarching campaign into a parade performance and float design that brought the journey of finding inclusive places to life.
The choreographed route line led the way to our float, filled with an oversized pride flag heart that symbolised the places we love.
Fostering belonging and showing Google's commitment to supporting a DEI moment that matters on a global scale, all 80 of the parade performers marching behind the float were Google's employees, in custom costumes that they could personalise themselves to express their pride.
Dancing in a tightly choreographed formation that expressed finding a place of pride, the journey and reaching the destination. The dancers were divided into groups, with some holding Google Maps pins to represent the app's function and others glitter hearts and disco balls to represent the map 'routes' icons on the Google Maps app.
A DJ desk overlooked the float and spinning heart with a remix of Kylie Minogue's iconic anthem Spinning Around, played at the hands of our DJ and drag queen, Coco Jumbo.