AKQA Messenger ConnectWithPride 01 Cover

Meta Pride 2022

Insight

Meaningful messages.

Conversation brings us together. But that real, human connection we all seek grows most organically when we can show up as the most unapologetic, authentic version of ourselves.

Idea

Connect with Pride.

Messenger collaborated with AKQA to create a social campaign to celebrate the close connections of Pride in 2022.

The film tells the story of Kais, a young man from Tunisia who left his home country where it is illegal by law to be gay. He arrived in the United States by himself and uses Messenger to stay close and share updates with the important people in his life.

Three smartphones display social media posts. The first shows a person kneeling with text: I had to hide who I am. The second shows a person in shadow. The third shows people celebrating with a rainbow flag indoors.

Impact

Finding community.

The hero film and short form videos ran on Messenger’s social media platforms and was shared by influencer talent, driving significant reach and an overall engagement rate that was 85% stronger than benchmark.

  • 800k

    people organically reached

  • 4k

    reactions on social media

A smiling person in colorful clothes stands outside. Doodles of rainbows, clouds, and a green cartoon character with “you are loved” text are overlaid. The image is displayed on a phone screen with a gradient background.
A dog with colorful, rainbow-dyed fur and a blue harness stands in front of a vibrant arch of red, orange, and yellow balloons, with a tall city building visible in the background.

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