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INSIGHT:
Grow trust within the LGBTQIA+ community by highlighting safe spaces made and nurtured
by TikTok creators on TikTok. Because to create, you need to feel safe. Pride is a celebration
— but we cannot neglect the full range of LGBTQIA+ experiences.

STRATEGY:
Pride is about understanding that, in the face of adversity and division, we are stronger
when we come together. It’s about bringing down barriers and boundaries, and building a
more inclusive community where everyone is welcome. In short, it’s about the power of the
collective, of every “I” meeting the larger “we.”

CHALLENGE:
Position TikTok as a safe(r) place for the LGBTQ+ community and a beacon of hope and
celebration for Pride, while taking in consideration the uncertain world they’re currently
living in.

SOLUTION:
The Sum of Us: We are the sum of our influences. We are part of something larger, a collective
that shares stories, experiences, emotions which makes everyone feel safer, stronger, and
prouder. Let’s celebrate the power of community and show that behind every individual are
many others.