Make way for gender gaga!

Our pride campaign 2018

The campaign for HAMBURG PRIDE 2018 sends out a colourful, powerful and proud message. Members of the association Hamburg Pride e.V. and further representatives of the local LGBTIQ*+ community had formulated the slogan “Make way for gender gaga!” which calls everybody to make a statement for acceptance and diversity and to join PRIDE WEEK 2018.

With this campaign, we respond to the remark “What else do you want?” – a frequently asked question after last year’s legalization of same-sex marriage in Germany. There’s a lot to go; e.g. the urgent reform of the regulations on transsexuality, or the introduction of a third gender option in the civil status. We point out that sexual as well as gender autonomy may not be discredited as decadent ‘gender gaga’ affects the personal lives of LGBTIQ*+ people. Therefore, as a customary practice in queer movements, we appropriate a defamatory term giving it a positive turn.

Our campaign motifs illustrate this message in a strong yet playful way. We send kind regards to the Hamburg based agency elbspot. They created a set of bricolage figures whose different forms, shapes and dimensions don’t meet with categories and norms. This richness is broadened by introducing figure variations on different means of advertisement. They are manifestations that incite to reflect on gender identity as well as sexual orientation. „Everybody is born with their own gender “, as Lucie Veith, patron*ess of HAMBURG PRIDE 2018, concludes

The CSD campaign was first presented at Harbour Pride 2018 during the Hamburg Port Anniversary. Next, planned marketing measures comprise magazines as well as online banner advertisement and city light posters in Hamburg urban area. PRIDE WEEK 2018 will take place from 27th July until 5th August 2018. The political demonstration starts on 4th August at 12:00 o’clock at Lange Reihe Street, the street festival will take place between 3rd and 5th August on Jungfernstieg and Ballindamm avenues.

We would like to thank the following people for their fabulous support, Wall GmbH and the team from elbspot. Both partners have worked voluntarily for Hamburg Pride.