The Vizzibility Booth

Challenge Vizzy is renowned for its support of the 2SLGBTQIA+ community since its launch in 2021. But since then, the stakes became higher for their Pride campaign amid growing anti-queer sentiment in North America. At a time when some brands withdrew support for the queer community, Vizzy’s challenge lay in maintaining their commitment without contributing to negativity in this volatile environment.

INSIGHTS Our research revealed a troubling paradox: as queer visibility increased, so did backlash, with a 41% surge in hate crimes against queer Canadians, marking the highest increase since 2009. Rooted in Vizzy’s positive ethos, the strategy was aimed at celebrating diverse queer expressions openly in public spaces, countering the harmful narrative of invisibility.

IDEA Vizzy asked people to re-visit the historic queerness of photo booths, with one major difference. This booth is completely transparent because in the present day, we are done hiding. We invited people at North America’s largest Pride celebration to step in and be their authentic queer selves just like those who came before us, except using the power of visibility to let everyone see how they express love, optimism, and happiness. The activation helped educate queer people about a piece of their often erased history, asking everyone to work towards better futures by championing visibility.