GCASH: QueeR Market

Most queer people still have trouble getting jobs and earning a fair wage. In fact, only 17% of businesses and companies in the Philippines have rules and regulations that are actually inclusive.
But when they open their own businesses, they don't get enough support either. You know it's Pride month when everywhere you look, you'd find a rainbow, pride shirt, colorful flag, or a unicorn. Suddenly, everyone looks supportive.
Agency: Publicis Jimenez Basic

If the LGBTQIA+ received a peso for every Pride merch they saw - it would be a great help. So why don’t we help make it happen?


IDEA
During the biggest Pride March in Southeast Asia, GCash helped turn colorful symbols into meaningful action.

Introducing
GCash
The QueeR Market

A campaign all kinds of rainbow merch - like tshirts, hats, stickers, fans, totes, and more were transformed into LGBTQIA+-owned restos, barbershops, spas, food stalls, and more.
EXECUTION

GCash designed numerous merch and paraphernalia with a scannable code. Once scanned, it will lead you to the QueeR Market site, where you can discover, search for, and buy from and support LGBTQIA+-owned brands, services, and businesses.

The brand then gave away these items for FREE during the Pride March.
Literally turning thousands of rainbow merch into tangible profit and exposure - that in turn helped in creating more jobs, opportunities, and money for the LGBTQIA+.

From pride merch to a pride market.

Everyone from every color of the rainbow loved the idea.

19.4M+
TOTAL REACH

2M
MEDIA IMPRESSIONS


1,428++
TOTAL UNIQUE SITE VISITS
IN 15 DAYS

<500K+
SPENT on PRODUCTION

10%^
INQUIRIES REGARDING GCASH
FROM BUSINESS OWNERS

So when you see a rainbow, don’t just wish on it. Scan it.
With the Queer Market, it could mean business for the LGBTQIA+.