the queer market | gcash
2023 PURPLE BOOMERANG WINNER
2023 BOOMERANG AWARDS | BRANDED EXPERIENCE FINALIST
2023 BOOMERANG AWARDS | SMALL BUDGET FINALIST
2023 SILVER ANVIL | DIVERSITY AND INCLUSION
2023 SILVER ANVIL | E-COMMERCE AND RETAIL
We fought rainbow washing by turning rainbows into a profit for LGBTQIA+-owned businesses.
CHALLENGE
In June everything is rainbowfied. Everyone happy to display their support to the LGBTQIA+. But while the outpouring of support is seen it is not felt by LGBTQIA+ businesses.
This Pride, GCash - the number one Finance App in the Philippines - wanted to put money where our rainbows were.
By turning merch into markets.
IDEA
Introducing
GCash The QueeR Market
A campaign where all that merch, that shirt, those stickers, banners, and etc., were turned into online stores fronts for businesses owned and operated by LGBTQIA.
One could choose from over 60 businesses to support. (show logos and products of partner merchants like cakes, vibrators, nipple tape, rugs, drag brunch, etc)
All you had to do was scan the merch.
Open the Queer Market website.
Learn about the businesses and purchase what you please.
GCash gave away thousands of merch during the biggest Pride March in Southeast Asia. They also uploaded the rainbow codes and designs online so anyone can print, make, or share their own merch to further spread the cause.
Everyone loved the idea.
The campaign was so successful, GCash has decided to run it for years to come.
In fact, the website is being updated to accommodate 218 more businesses.
So when you see a rainbow, don’t just wear it. Scan it.
It could mean business for the LGBTQIA+.
facts
Awarded as “Scan to Pride” because that’s our CTA for people to scan the QR.
My mentee’s, Leanne, award-winning initiative debut.
CREATIVE CREDITS
ECD: Trixie Diyco | GCD: Bia Fernandez | CD: Mike Fernando, Hans Malang | ACD: Quebin Solanoy, Michelle Tuazon, Raffy Raralio | AD: Leanne Angulo