The PROUT AT WORK campaign day for companies, organizations, and institutions entered its fourth round in 2024. A good 50 campaigns and events were submitted during the six-week campaign period to show support for equal opportunities for queer people in the workplace under the motto “Show Your True Colors”.
In recent years, PRIDE DAY GERMANY has established itself as a fixture in the calendars of many companies and organizations. In 2024, the campaign day entered its fourth round and impressively demonstrated how important and effective the commitment to queer diversity and equal opportunities is. With a variety of campaigns, events, and initiatives, PRIDE DAY GERMANY sent a strong signal for a colorful corporate world and equal opportunities for all – regardless of a person’s sexual orientation or gender identity.
Show Your True Colors
Under the motto “Show Your True Colors” we succeeded in sending a widely visible message of diversity. A special highlight of this year’s motto was the campaign of the same name. The result of a collaboration with the TV show “Glow Up” we had access to exceptional portrait photos taken by star photographer Armin Morbach. The impressive portraits were displayed on a large scale in the subway stations of Munich, Hamburg, Berlin, and Cologne, as well as during Pride Week in Cologne. This brought the idea behind the motto to the public: every person should be able to live freely, confidently, and visibly.
Copyright: Armin Morbach
Campaigns and highlights: #WeMeanPride
The centerpiece of PRIDE DAY GERMANY 2024 was the diverse range of activities and events that took place over a six-week period. The campaign period began in early June and culminated in the official PRIDE DAY GERMANY on July 4. Under the hashtags #WeMeanPride and #ShowYourTrueColors, the PROUT AT WORK Foundation called on companies, organizations, and institutions to submit their events and thus make their commitment visible.
With almost 50 campaigns, a new record was set in 2024. The range of measures was impressive:
- Workshops and training courses: Companies offered training courses on topics such as queer-inclusive language, anti-bias, and intersectional approaches to diversity work.
- Creative activities: From rainbow-colored building lighting to art exhibitions and Pride running events, there were no limits to creativity.
- Digital formats: Livestreams, podcasts, and digital Pride talks offered employees the opportunity to participate, regardless of their location.
Each action helped raise awareness of queer issues, break down barriers, and advance the dialogue on queer inclusion.
Successful PRIDE DAY CONTEST 2024
Another highlight of PRIDE DAY GERMANY was the PRIDE DAY CONTEST, which once again attracted a large number of participants this year. Companies and organizations were able to submit their campaigns to the contest and ultimately secure a place among the three audience favorites in an open public vote. The winners of the PRIDE DAY CONTEST proved that commitment can not only inspire, but also bring about tangible change.
In 2024, the public vote was only one part of the contest. We highlighted the audience favorites on social media, where they had the opportunity to comment on their campaign with a quote. We also selected three best practices from the submitted campaigns and presented them to the audience at the PROUT AT WORK conference 2024 with lead partner OTTO. This time, special attention was paid to highlighting different levels and formats of commitment to queer diversity. From the public sector, to an outstanding collaboration between diversity management and networking, to an initiative that placed a special focus on strengthening the queer network internally.
An outlook: The future of queer diversity
PRIDE DAY GERMANY 2024 showed once again that diversity and inclusion in a corporate context do not have to be a matter of goodwill. Diversity and the strategic handling of it are core elements of every corporate culture and an indispensable part of a company’s own future viability.
Especially in times when this fact seems to be up for debate again, it is not only about the visibility of actions, but also about sustainability and profound change in corporate structures. Initiatives such as PRIDE DAY GERMANY are not just a day of action, but an impetus for long-term commitment.
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