Showtime Celebrates Pride Month from TEC Direct Media on Vimeo.
CLIENT:
COLLiDE Agency (on behalf of SHOWTIME and The Human Rights Campaign)
SHOWTIME and the Human Rights Campaign created the “Queer to Stay” initiative in 2020 to help preserve and support businesses that serve the LGBTQ+ community with a focus on LGBTQ+ people of color, women and the transgender community and were impacted by economic challenges.
Following the success of the inaugural program, the partners sought to expand visibility, increase community support, and generate additional crowdfunding contributions during Pride Month the following year. TEC Direct Media was engaged through agency partner COLLiDE to coordinate and execute a high-profile outdoor media campaign in support of the initiative.
SOLUTION:
Working alongside the agency of record, TEC Direct Media planned, negotiated, coordinated, and managed the placement and installation of custom hand-painted murals in highly visible locations throughout Los Angeles and New York City. The campaign featured original artwork commissioned by the Human Rights Campaign and was strategically positioned in high-traffic neighborhoods to maximize visibility during Pride Month.
Each mural served as both a public art installation and a fundraising vehicle, encouraging viewers to learn about and support LGBTQ+ owned businesses through a new crowdfunding component. By combining impactful creative, premium outdoor placements, and community engagement, the campaign extended the reach of the initiative beyond traditional advertising channels.
RESULTS:
The campaign generated significant visibility for the Queer to Stay initiative, drawing attention from both online and broadcast media outlets.
The highly visible mural installations helped expand awareness of the program and contributed to increased community support. As a result, the initiative doubled its impact, expanding financial support from 10 LGBTQ+ businesses in the original program to 20 businesses nationwide.
