In recognition of Shanghai’s diversity as a truly international city, Wunderman Shanghai continues its third year as the communications sponsor for ShanghaiPRIDE 2017, one of the longest-running LGBT event in China.
Started in 2009, the ninth annual festival aims to create awareness and promote acceptance of the lesbian, gay, bisexual, and transgendered community through various sports, cultural and social activities. Wunderman Shanghai help set up the core theme of this year’s event as “The Time Is Now…”, which is a positive call to action in today’s uncertain world: it’s time to love whom we choose, to stand with our community, to live open lives and champion acceptance.
To build on this theme, Wunderman Shanghai created “One Step Towards Love: Raising 7.5 billion steps for the LGBTQ community”, a global initiative that encourages everyone to pledge to take action through the simple act of taking a step. The goal is to encourage all 7.5 billion people in the world to take one step for the LGBTQ community.
To bring ‘One Step Towards Love’ to life, Wunderman created a mobile platform that records a person’s steps. Upon completion, users can donate their steps to the greater goal. Steps are recorded and ranked by individual and by city to encourage competition and build awareness. The top 20 most recorded steps will receive prizes from ShanghaiPRIDE’s sponsors. The platform will be released on both Chinese and global social media channels and be active for the entire month of June, and users are encouraged to donate their steps throughout the entire month.
“It is important for the LGBTQ community and allies to come together to create awareness, visibility and acceptance. We are grateful to all our volunteers and partners, and we hope more will take an active role in creating a more inclusive society,” says ShanghaiPRIDE co-founder Raymond Phang.
The 2017 ShanghaiPRIDE’s theme of “The Time is Now…” not only resonates in China, but is a timely and topical message connecting people everywhere, says Wunderman China CEO, Bryce Whitwam. “Shanghai is China’s international city that welcomes different beliefs and sexual orientations. Now is the time to take a positive step for love and equality everywhere in the country,” Mr Whitwam added.