Wunderman’s ShanghaiPRIDE 10th anniversary campaign celebrates China’s one big family

In recognition of Shanghai’s diversity as a truly international city, Wunderman China continues its 4rd year as the communications sponsor for ShanghaiPRIDE 2018, the first, largest, and longest-running LGBT event in China. ShanghaiPRIDE activities run throughout the month of June.

Started in 2008, the tenth annual festival aims to create awareness and promote acceptance of the lesbian, gay, bisexual, and transgendered community through various sports, cultural and social activities. Wunderman China helped set up the core theme of this year’s event as “Our Community, Our Identity, Our Pride which is a celebration of its 10 year commitment of opening lives and championing acceptance in one of the world’s largest cities.

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To build on this theme, Wunderman created “We’re All One Family”, a China-wide initiative that encourages everyone to show solidarity in the movement. The importance of family in Chinese society is demonstrated by the fact that 85% of all Chinese sharing as few as 100 surnames. The Chinese LGBTQ community is also a family, sharing the same values and striving for equality. “We’re All One Family” celebrates the 10th anniversary by showing that everyone is somehow connected to someone that is LGBTQ.

“We’re All One Family” is built on the character that makes up Chinese surnames. Within each character, the campaign highlights a hidden Chinese number 10 (十) in rainbow colors, telling a story of inclusivity and collective pride. Within each story are tales of acceptance and isolation, but thanks to the ShanghaiPRIDE movement, things are changing for the better.

“We’re All One Family” is an integrated campaign covering print, digital and social, encouraging participants to show their solidarity by sharing their specially customized Pride surname.

“It is important for the LGBTQ community and allies to come together to create awareness, visibility and acceptance,” says ShanghaiPRIDE co-founder Raymond Phang. “We are grateful to all our volunteers and partners, and we hope more will take an active role in creating a more inclusive society.”

“Shanghai is China’s international city that welcomes different beliefs and sexual orientations, said Bryce Whitwam, Wunderman China CEO. “With ShanghaiPRIDE we can all take a positive step for love and equality everywhere in the country.”

Credits –

Chris Jones – China ECD

Etern Wang – Video Editor

David Chait – Group Planning Director

Lindsay Zhong – Planner