Over 60% LGBTQIA+ Filipinos still feel the need to apologize for their identity.  Because they fear being excluded when they show who they truly are. 

While a lot of brands talk about inclusivity during Pride Month, Lazada, the online selling platform that since it started in the Philippines has been a staunch supporter of LGBTQIA+ causes, decided this year, it would put inclusivity into action.

Led, Written, Created, and Produced By 

LGBTQIA+ for the LGBTQIA

By listening to and involving the LGBTQIA+ community in crafting the message of its Pride campaign, Lazada made a film that was 100% written, art directed, created, starred in, and produced by the LGBTQIA+ members for the LGBTQIA+ community, reminding everyone to never apologize for who they are.

The film moved millions of people so deeply that it inspired the LGBTQIA+ community to create the whole Pride campaign. 

It opened more venues online for the LGBTQIA+ Filipinos to celebrate their identity with PRIDE. 

It encouraged them to create PRIDE artwork on social media, to make Instagram stickers to wear pride on their gadgets, and to show off their talents on LazLive, Lazada’s in-app live streaming platform. 

32+ MILLION TOTAL MATERIAL VIEWS

34+ MILLION TOTAL CAMPAIGN REACH 

102,202 TOTAL LIVESTREAM VIEWS

101% INCREASED REVENUE for LGBTQIA+ partner brand

More LGBTQIA+ Filipinos felt 

BRAVE. LOVED. PROUD. 

And truly part of the brand.