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Recolour the Rainbow
MediaCom UK, Gay Times, AMV BBDO, Switchboard & Queer Britain
Client: Skittles
Many other brands use the rainbow during pride month and have been accused of “Rainbow-washing” by the LGBTQ+ community, as they fail to do anything to give back. Last year Skittles donated their rainbow to the LGBTQ+ community in a different way, using a sensitive and authentic co-created partnership that demonstrated its long-term commitment. Partnering with Gay Times, Switchboard and Queer Britain, Skittles brought LGBTQ+ history to life and drove ad recall by 42%. By championing Queer Britain, we showed our commitment and drove share of market.