WEWORK INDIA

Bringing the Pride Parade home at #pridestreetofwe

When the streets were shut due to the COVID-19 lockdown, we found a unique way to celebrate the Pride Parade.
    Social Media
    Diversity Equity & Inclusion
The problem we solved

As per a survey by UN on the LGBTQ community at workspace, published in Mint:

  • ·  40% report that they are often or sometimes subjected to harassment in the workplace for being a part of the LGBTQ community
  • ·  1/5 faced discrimination from their own managers/HR
  • ·  2/3 report hearing homophobic comments in the workplace

And to add to that, in March 2020, our whole world shut down. People were forced to stay at home, right around the corner from the biggest event of the year for the LGBTQ community - The Pride Parade.

WeWork has always stood for inclusion in the workspace and creating an environment where everyone feels they belong. This was an opportunity for the brand to show its efforts towards this vision.

So this Pride Month, Pride wasn’t canceled. Instead, we just brought it home

How we did it

We created #pridestreetofwe, a virtual street to bring the Pride Parade to the living room.

Hosted on a dynamic website, people could join the march and wave the Pride flag loud and proud in support of LGBTQ rights. All through a tweet.

We supported this with a mix of activities ranging from social content to digital art exhibitions, and influencer outreach. We created momentum, by enabling and nudging people to join in the parade, conversing in real-time with those who did.

Check out WeWork India Twitter moments for all the real-time conversations around #pridestreetofwe.

 

IMPACT

The numbers show us that in 2018-19, roughly 5000 people attended the premier Pride Parade in Delhi. In 2020, while the number could have dropped to zero, with #pridestreetofwe we managed to reach around half a million people with this campaign.

Moreover, getting participation from over 10K people, exceeding any physical parade number helped us create an impact for the LGBTQ community like never before. But that’s not it, we continue our efforts to help every minority feel included with constant service, policy, and brand initiatives. So that one day, we can live in a world where we don’t need a Parade to celebrate Pride anymore.

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