Ben Quesnel
Communications & strategy consultant
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#ShowUp for Pride (Google)

Ben Quesnel is a seasoned communications and strategy consultant specializing in the ongoing revolution of alternative living. As a freelance professional, Ben helps the leaders and entrepreneurs fueling that change, by promoting alternative living solutions, such as: sustainability and circular economy, minimalism and tiny living, slow and conscious travel, vanlife and modern nomadism, ruralism and urban exodus

#ShowUp (Google)

Helping people show up for Pride across America

The campaign —

Following the 2016 elections turmoils, the United States never felt as divided by the time 2017 Pride came. People within the LGBTQ community were worried about their civil rights. Yet, studies showed that public opinion was more supportive of LGBTQ causes than ever before, and both the community and their allies wanted to make a difference for Pride this year.

We wanted to combine what Google does best — making information accessible when and where it's needed — while affirming our values by taking a strong stance on equality. Additionally, we wanted to give a voice to everyone who showed up - in cities big and small across the country.

We created #ShowUp, a platform that provided information and inspiration to stand visibly and in solidarity with the LGBTQ+ community by showing up at Pride parades, marches, rallies and festivals, by searching for Pride events near them. If there weren't any nearby, we partnered with non-profits (PFLAG, GLSEN and Center Link) to feature 612 of their local chapters users could reach out to.

Lastly, we captured 38 beautiful personal stories from 8 different cities, asking people what it meant to show up, thus creating a powerful portrait of how America showed up for Pride. 

 

Year: 2017
Links:
· Parade finder
· #ShowUp Stories
Role: marketing lead
Creative partners:
Google Brand Studio

Watch all 38 #ShowUp stories here 

Getting the word out —

We posted continuously organically through Pride month beyond, inviting people to #ShowUp at parades, and to discover the stories.

Using the "I #ShowUp because" construct, we asked hundreds of influencers from the LGBTQ community as well as allies to share why it was important to show up for Pride and ask their fans why as well. We offered to transform their statements into (purposely unbranded) custom-made visuals, built for sharing. We got a resounding response with over 140 influencers agreeing to unpaid posts through Pride month, totaling 150 million in followers across platform, and over 100k organic likes, comments and shares.

We also created 15 city-level and 1 nationwide filters on Snapchat, allowing people to similarly express their engagement, driving over 1 million use of the creative, and 25 millions total views.