Time Out Mexico

Time Out Pride

Mexico City

2016

Creativity, PR

Context

The LGBTTTI Pride cover

Mexico ranks second in the world for homophobia-related crimes and is one of the countries with the highest levels of discrimination against gay, lesbian, transsexual, transvestite, and intersex people, who currently constitute the largest minority. The media is key to reversing this situation.

Objective

Since its inception, Time Out Mexico has provided a space for the expressions, demands, and activities of the LGBTTTI community. Within the framework of LGBTTTI Pride Month, it was essential for Time Out to be involved, to take up the banner of inclusion, to give it the necessary relevance, and to spread the message throughout the city. And what better way to do so than in its primary space: the cover.

Challenge

How could we capitalize on Time Out Mexico's editorial efforts into an action that would generate significant amplification of the message against discrimination and support the promotion of an inclusive culture in Mexico City?

The Idea

During Pride Month in Mexico, we decided to show a strong message of support for LGBTTTI readers and of equality for all of society. We did this on Time Out’s own skin, replacing the cover of its monthly edition with a transparent cover as a symbol of equality, featuring a powerful statement: “Labels don’t matter; what’s inside does. #PRIDE.” Furthermore, all the content in that edition, as well as the brands within it, were primarily related to LGBTTTI messages and activities during the month, turning the magazine into a precise and supportive guide.

Time Out Pride