A total Pride take-over

To celebrate the 50th anniversary of Pride, we wanted to make sure everyone knew IBM stood with the LGBTQA+ community by executing the most comprehensive campaign we’ve ever done. At the end of May, we archived every post on the Instagram feed and replaced it with 15 colorful images that made a rainbow on our feed. Then over the course of the month, We featured 8 IBMers and told their story.

Over a two day shoot, we recorded over 12 interviews, and then chose 7 people to feature on our channels. Our 8th person was Edie Windsor, an IBMer whose 2013 court case overturned the Defense of Marriage act so she should finally claim her wife as her partner. We received permission from her estate to tell her story.

We posted two stories weekly all of June featuring edited clips of our interviews. Half of the stories ended in an Instagram sticker question “What does Progress and Pride mean to you?” featuring answers from our audience and other interviewees.