Introduction
As the pride comes to a close, let’s look back and recall all the support the community got from brands and local businesses that really touched our hearts.
Often big brands are criticized on cashing on the movement and doing the least bit possible by just changing their DPs to show support or doing campaigns that are merely tended to generate revenue for them rather than doing any good for the community.
But having said that, even though some of these moves are strategically designed marketing strategies to benefit these mega giants but we still can’t forget these big players have the ability to reach and influence a large number. So, even though their humane approach to things might be intended to firstly benefit themselves still we can’t ignore the impact they have on our society.
Coca-Cola’s Campaign in Brazil in 2018
One such marketing was Coca-Cola’s “This Coke is a Fanta” in Brazil. In a world riddled with prejudices, the LGBT community is often targeted with homophobic language. This phrase has been used by the locals in a derogatory way for the LGBTQ+ community for ages and has attracted criticism for the community itself time and again.
In a campaign, Coca-Cola put a 360-degree spin on the expression mentioned above. The beverage manufacturing company literally designed Coke cans with Fanta inside them. The core message of the campaign was: This Coke is a Fanta, so what?

As a result of this new spin, the very expression that caused discomfort to homosexuals all over Brazil became a pride symbol.

Bakery in Texas
Next up is a small Bakery in Texas that lost business and followers due to posting support for the LGBTQ+ community. The message sent was “More Loves, less hate”, but what they received was quite the opposite.

The positivity and the support they intended on spreading actually backfired and they received a series of hate comments and someone going as far as canceling a huge order with the bakery. The owner took to social media to update about the same and how they have a surplus so tag along.

But what happened next something that we could hardly imagine. The post attracted more than 11,000 likes, from people around the world, with people more local to east Texas promising to visit the bakery. Many of them actually queued up outside the bakery in support as promised.
Conclusion
These instances show the strength we have as a community but also that the LGBTQ+ community has been subject to unfair criticism and atrocities. The very basic right of being acknowledged has been challenged time and again.
The question is are we gonna stay as bystanders or extend our support and spread love. Lastly, let’s end it with the note to self that everyone has the right to make a choice and have freedom.
Acknowledging the community is the basic thing we can do and if we don’t agree with them then we can disagree in silence because they have every right to make that choice for themselves and even though butting in is like a second profession for us but sometimes we need to know when to draw the line.
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