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In 2020, the LGBT+ community faced an unexpected challenge. Due to Covid, Pride parades had to be cancelled, robbing the community of their biggest stage for visibility.

With CSD Germany, we turned GAY PRIDE into #STAYPRIDE – a digital platform offering a new form of protest: The Bed-In for Pride.
Kickstarted by LGBT+ influencers and equipped with a limited bedding collection, the community was asked to stay in bed and share their activism on Instagram.
Every post was protest and call to action at the same time, resulting in interactions of 400% above Instagram average and a reach of 8 m.