Egale Canada: #MyPrideWontUnravel

With an alarming rise in incidents of violence directed towards the 2SLGBTQI community, Egale Canada’s Pride campaign has taken on a very different tone this year. #MyPrideWontUnravel defiantly and unapologetically calls on Canadians to stand up to this rising tide of hate. At the core of the campaign is the striking visual of an unravelled Pride flag - with exactly 6,423 individual threads painstakingly removed - one for every anti-LGBTQI+ protest or hate-fuelled social post Egale tracked in Canada, from just the first three months of 2023. The campaign launched with a 60 second film, featuring three prominent members of the queer community - Drag Queen/activist Scarlett BoBo and dancer/choreographer Hollywood Jade of Canada’s Drag Race fame, and trans comedian Al Val - all viscerally reacting to the unravelled flag while sharing their own experiences with hate. The campaign includes TV, OLV and radio, as well as out of home and digital support. Egale has also provided shareable social assets that can be downloaded and used in support of the campaign using the hashtag #MyPrideWontUnravel.