MILAN, ITALY — Creative agency Dentsu Italy has revealed a new OOH campaign, “dentsu & Friends” running across Italy in support of LGBTQIA+ values, even after the Pride month of June.
Partnering with AGEDO, an Italian association of parents, families, and friends of lesbian, gay, bisexual, transgender, and + people, founded to help families cope with their children coming out, the campaign was inspired by a research study conducted on the Brandwatch web monitoring platform and focused on the volume of online conversations around the topic of “Pride” in Italy.
Dentsu’s research study showed that in 2023, the topic “Pride” marked a peak (over 100,000 searches) starting in late May and continuing throughout June. It dropped dramatically in July and continued for the rest of the year, with an average online conversation volume significantly lower.
For this reason, “Proud Beyond Pride” was born in Italy. First, it is a digital platformdesigned to keep …