Levi’s new campaign celebrates equality with #ProudToBeMore
To build and encourage an inclusive environment, Levi’s has come up with a new campaign to support LGBTQIA+ community.
Levi’s recently launched #ProudToBeMore campaign with inspiring members of the LGBTQIA+ community. In a country where individuals are being labelled and reduced to their sexual preference and orientation — Onir, Sushant Divgikr, Priyanka Paul, and Aravani Art Project have shown various manifestations of a life that refuses to be put in a box.
Acknowledging the barriers of perception, Levi’s emphasizes on the concept of expressing one’s sexuality without inhibitions.
Through this mobile-first campaign video, Levi’s tries to bring out the contrasting choices of the members of the pride community and how they are subjected to various stereotypes. People judge them based on their choices, including what they wear and who they choose to be with. They despise being trapped in a box and wish to be more than people’s opinions.
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Karen Riley Grant, VP Marketing, Levi’s Asia and MENA says, “The #ProudToBeMore campaign is driven by the insight that an individual’s journey of discovering their gender, sexual orientation and preferences is a unique one. We hope to empower people to be proud, accept themselves for who they are.”
Influencers who are #ProudToBeMore
For the #ProudToBeMore campaign, Levi’s collaborated with four sets of influencers. Onir challenges the perceptions of the society around homosexuality, by taking the conversation forward on acceptance and equality. A filmmaker by profession, Onir has decided to not be afraid to live the life they want.
Bengaluru-based Aravani Art Project collective is a part of the campaign. They discuss visual arts as a means of expression that can lead to a change in people’s outlook. Crowned Mr Gay in 2014, Sushant highlights how empowering self-love can be.
Priyanka is the youngest amongst the lot and brings forth a fresh perspective on what it means to be queer. The poem that forms the crux of the #ProudToBeMore campaign has been penned by her.