The target was all World Pride Goers (LGBTQ members & allies) and their social networks. By talking directly to them in a compelling way, we would spread positive messages to their followers. And their followers. And so on.

The #RaiseThePride flag turned everyone into equality activists with the use of a simple tweet. And pushed Toronto PFLAG’s mission: To create a more accepting society through support, education, and advocacy.

The Raise The Pride flag installation acted as a "social barometer", measuring Twitter sentiment in real-time.Negative words brought the flag to half-mast, literally as soon as a negative tweet was posted. Positive messages using #RaiseThePride ensured the flag soared high and proud, immediately.

A flag at half-mast represents sorrow and loss. A flag at full-mast displays utmost pride. We took this simple "flag language" and used it to engage World Pride Goers and the world. Seeing the Pride flag at half-mast made people want to change its position. By tweeting to the flag, their message instantly made it rise to the top and was displayed on our onsite screen and the RaiseThePride.ca microsite. It made an ally of World Pride Goers and the World.

And did so instantly.

Leading up to World Pride 2014, press releases were sent out to various publications about the upcoming World Pride 2014 flag installation. And posters driving to the location and microsite were plastered around the city.

The #RaiseThePride flag was operational for the entire duration of World Pride 2014 (June 20 - 29).

Over 105,000 positive tweets.

6% of all World Pride conversations (more than every one of the major sponsors).

Over 5.2 millions social media impressions. (excluding mass media impressions)

Coverage in most major Canadian news outlets: CTV, Global, The Morning Show, CP24, The Toronto Star, The Georgia Straight, etc.

Despite all the advances the LGBTQ community has made in Canada (and internationally), intolerance and inequality are still rampant.

As social media becomes more ubiquitous, so too does oppressive and hateful language. That language is not only far-reaching, it’s also permanent. And there’s so much of it that a lot goes undetected.

On the flip side, positive language also goes undetected.

We set out to create something that would expose all the negativity (and positivity) hiding in the Twitter-sphere, but most importantly, give people a compelling reason to create more positive conversations. And show pride and support.