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As Pride celebrations get underway, there’s also a cautious feeling given the political climate. What’s the right mood to strike?
In general, there’s a sense of elation at being part of large gatherings again. But 2022 has also seen 39 states introduce more than 220 bills that would enshrine discrimination against queer people, including blocking medical treatment for transgender people and discussion of LGBTQ+ subjects in schools.
Melanie McShane, executive director for Strategy at Omnicom brand experience and design firm Siegel+Gale, noted that marketers need to acknowledge at each step in their Pride campaigns just how challenging this moment is for LGBTQ+ communities.
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