San Francisco artist, Gilbert Baker, created the Rainbow Flag as a symbol of the gay, lesbian, bisexual, transgender movement in June 1978. Baker assigned specific meaning to each of the colors: Red - Life, Orange - Healing, Yellow - Sunlight, Green - Nature, Turquoise - Peace, Indigo - Harmony and Violet - Spirit.
While the Rainbow Flag is an International phenomenon, our research found that most people did not know what the colors stood for. In partnership with Listerine and Target, we created a program that promoted the message, “Equality is Refreshing,” while educating consumers about the history of the Rainbow Flag. The 360° program included a custom Listerine design, an interactive and inspiring digital hub, plus a scalable experiential event that worked in tandem with the largest Pride Parades taking place near Target stores.