The Pride Reclaimed Initiative is a groundbreaking web campaign that has been carefully crafted to connect with the powerful stories of activism, community, and resiliency that are depicted in the ground-breaking movie “Unarchived.” Released by the National Film Board (NFB) of Canada in 2022, this documentary captures the spirit of struggle, love, and success that characterizes the community’s journey while shedding light on the critical moments and unsung heroes of the LGBTQ+ liberation movement.
The Pride Reclaimed Initiative aims to create a vibrant digital tapestry that celebrates the rich heritage and continuous pursuit of equality and acceptance by bridging past accomplishments with present challenges, drawing inspiration from the film’s compelling depiction of historical and contemporary LGBTQ+ activism. Using the emotional and educational impact of “Unarchived” as a basis to promote a deeper knowledge and appreciation of the different narratives of the LGBTQ+ community, this carefully designed communications plan aims to deeply engage audiences. In order to ensure that the legacy and lessons of the past continue to inspire action and solidarity in the future, this plan aims to shed light on the significance of our shared history, the victories achieved, and the battles that lie ahead through strategic audience engagement, compelling content, and the voices of influential spokespeople.
AUDIENCE
Understanding the diverse audience is fundamental to the success of the Pride Reclaimed Initiative. The primary audience comprises LGBTQ+ individuals, particularly those in younger generations. This demographic often seeks connection, validation, and representation through digital platforms. It’s important to acknowledge the diversity of this audience, which includes differences in sexual orientation, gender identity, racial and ethnic backgrounds, and socioeconomic level. Allies of the LGBTQ+ community, such as friends, family, teachers, and groups that support LGBTQ+ rights, make up the secondary audience. These people may differ in their knowledge of LGBTQ+ topics and history, but they all have a dedication to inclusion and equality. By giving them the materials and tools they need to become powerful advocates and allies, the program aims to inform and inspire supporters. The broader public is a tertiary audience for the Pride Reclaimed Initiative, albeit one that is not its major focus. This includes those who might not consider themselves allies or identify as LGBTQ+, but who have the ability to raise awareness and support for LGBTQ+ causes.
RESEARCH
Historical Context: To properly represent and respect the legacy, we will compile in-depth information about significant occasions, personalities, and turning points in LGBTQ+ advocacy.
Audience insights: To find out what parts of LGBTQ+ history and action are most relevant to the LGBTQ+ community and allies, surveys and focus groups will be held.
Platform Analysis: To maximize content reach and engagement, we will assess which digital platforms—such as social media, blogs, and podcasts—are most often used by our target audiences.
SPOKESPEOPLE
Lead Spokesperson: This will be a well-respected and knowledgeable figure within the LGBTQ+ activism community, ideally someone with a connection to historical movements.
Youth Spokesperson: We will also have a younger activist who can connect with the younger audience and bridge the gap between past and present struggles and triumphs.
Ally Spokesperson: For this, we will get a high-profile ally who can speak to the importance of solidarity and support from outside the LGBTQ+ community.
CONTENT
Educational Series: We will develop a series of short videos, articles, and infographics that highlight significant moments and figures in LGBTQ+ history and link them to ongoing struggles and achievements.
Personal Stories: Personal stories and testimonials from individuals impacted by the activism of the past will be featured showing the tangible results of historical efforts.
Interactive Content: We will create quizzes, polls, and interactive timelines that engage users in learning about LGBTQ+ history and activism.
Call to Action: Each piece of content will include clear calls to action, encouraging viewers to engage further, whether through education, activism, or support.
CALENDER
The campaign will unfold over a three-month period, commencing on June 1st to coincide with Pride Month. Throughout June, the focus will be on raising awareness and building anticipation through teaser content, social media engagement, and outreach to LGBTQ+ organizations. In July, the campaign will peak with the release of curated historical content, personal stories, and interactive elements to encourage audience participation and discussion. The momentum will continue into August with a series of virtual events, live discussions, and community-driven initiatives aimed at fostering ongoing dialogue and activism. Finally, the campaign will conclude with a reflective piece highlighting the impact and achievements of the Pride Reclaimed Initiative, ensuring a lasting legacy beyond its initial launch.
CONCLUSION
The Pride Reclaimed Initiative aims to foster a deeper understanding and appreciation of LGBTQ+ history and activism, connecting past struggles with current movements through engaging and educational online content.