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Radio Pride Parade

Award: Wood Pencil

Wood Pencil / Radio Advertising / Innovative Use of Radio / 2016

To fight hate for gays in Brazil we looked for where there is love for gays: music. On National Gay Pride Day, we created the first ever Gay Pride Parade entirely on the radio. To simulate the movement of a real pride parade, a playlist was played chronologically from city to city, station to station, on 33 major radio networks, playing the music from the most prominent gay artists from the Billboard charts. In one day, radio stations from across the country joined forces against homophobia, showing that you can't hate what you already love.

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