The most powerful kind of PR is one that tells the truth. And that’s exactly what Retold With Pride is all about — the power of unconventional truth.

A collection of ten stories retold the stories we’ve grown up with, to turn the page towards representation and inclusion, bringing to light bold, diverse and authentic modern-day LGBTQ+ realities that have been hiding in the dark or have always been censored by popular media. And even when a social media platform censored two of our stories, the public-facing collection still existed loudly, boldly, with powerful results for the brand.

Globe, one of the country's leading mobile networks and a huge equality supporter, stands by its brand purpose: To treat people right.

To treat people right, we must tell their stories right. But since time immemorial, LGBTQ+ representation in Philippine media has always been merely for entertainment value. Always the token salon gay archetype or the slapstick icebreaker whose entire existence is a never-ending punch line. It’s unfair and uneven.

Because in reality, there are so many more authentic, inspiring LGBTQ+ stories. The trans lawmaker. The handsome football superstar in love with another handsome athlete. The fierce and fab drag queen. The serious bi love triangle. Two beautiful women in love. The much welcomed coming out, among many everyday realities.

So, in collaboration with LGBTQ+ community partner Pride@Tech, Globe wanted to make the LGBTQ+ stories known, represented, included, and celebrated.

Retold With Pride was a retelling of the stories we’ve all grown up with, to turn the page towards representation and inclusion. A collection of ten stories retold the world’s most famous tales and the most iconic local classics, rewrote unfair and outdated views on gender, and brought to light authentic modern-day LGBTQ+ realities.

With titles like Little Women Loving Women, Life of Bi, Pride & No Prejudice, Dragula, the stories were voiced by LGBTQ+ artists, educators, activists, and performers whose lives truly represented the stories. Tackling bold, diverse, and genuine LGBTQ+ realities about love, dating, and romance, including controversial topics like sex, threesomes, trans love, and polyamory. Carefully and respectfully draping meaningful modern-day queer truths in every character, every story. All of these were put on the centerstage of today’s culture: on Facebook Live, on IG stories, in literary festival, in schools.

There is nothing is more powerful than seeing someone like you in a story, and nothing validates your existence more than seeing your truth given light in media.

The strategy was to maximize the power of unconventional truth and say it with pride— celebrate authentic and genuine modern-day LGBTQ+ realities that have been hiding in the dark or have always been censored by popular media, raise awareness for these untold stories and hidden tales, and bring them to light.

Equally important was getting the right cultural attention, and putting the truths on the centerstage of today’s digital and social culture — on Facebook live, on Instagram Stories, in a virtual literary festival, and in schools’ online classrooms.

To make it even more powerful, the stories weren’t only celebrated during Pride month, but every month, even after Pride.

To get the right cultural attention, the collection of ten stories was put on the centerstage of today’s social and digital culture — on Facebook live, on Instagram Stories, in a virtual literary festival, and more importantly, in schools’ online classrooms. Amplified by popular and important LGBTQ+ creators, educators, artists, including influencer and celebrity allies, and national publications.

The stories were celebrated on Pride Day as art performances on Facebook Live, performed by LGBTQ+ artists, actors, activists, educators, and performers. And it didn’t stop at Pride. Even after Pride, the stories were released week after week as vertical storybooks, especially designed for Instagram Stories, created using the readily available native features of the social platform. Presented alongside other Philippine art pieces at the country’s virtual premier literary festival, The Philippine Readers and Writers Festival. And ultimately, shown to online classrooms of schools and universities.

The campaign raised real awareness for the cause. With over 55 million reach and 84 million impressions, over 42 million plays, over 4 million interactions and engagements, with view-through rate at 54%. Covered by 34 publications.

Gathering a lot of conversations and discussions online. With much hate, as expected. Even a social platform censored some of the more risqué stories. But also gathered so much more love from many Filipinos. Inspiring other creators and artists to create their own retellings for inclusivity and equality.

Sparked academic discourse among future storytellers in universities and colleges. And received great commendation from Philippine Senate and Congress as well.

“Through these stories, we create better representation,

and better understanding for the LGBTQ+ community.”

Geraldine Roman, Philippine Congresswoman

“Thank you for making space for the LGBTQ+ community through technology.”

Risa Hontiveros, Philippine Senator