To create an outdoor campaign for Sofia Pride 2025 that communicates the parade.
Every year, Sofia Pride’s billboards face vandalism, making it difficult to share the parade’s message. This repeated aggression highlights the challenge of being visible in a society where hostility toward LGBTQ+ people is normalized, turning simple acts of presence into acts of courage.
Goodness is stronger than hate. By focusing on what unites us rather than what divides us, acts of visibility can become acts of solidarity, inspiring others to support a fairer and more compassionate society.
Instead of responding to vandalism with confrontation, the campaign chose to amplify what unites us. We donated our billboard space to other social causes, encouraging people to support initiatives that matter to the wider community. By shifting the focus from hatred to solidarity, the campaign showed that the fight for LGBTQ+ rights is also a fight for a fairer, safer and more compassionate society. For the first time ever, Sofia Pride’s outdoor communication remained unvandalized, becoming a symbol of visibility rooted in empowerment, not conflict.
To create an outdoor campaign for Sofia Pride 2025 that communicates the parade.
Every year, Sofia Pride’s billboards face vandalism, making it difficult to share the parade’s message. This repeated aggression highlights the challenge of being visible in a society where hostility toward LGBTQ+ people is normalized, turning simple acts of presence into acts of courage.
Goodness is stronger than hate. By focusing on what unites us rather than what divides us, acts of visibility can become acts of solidarity, inspiring others to support a fairer and more compassionate society.
Instead of responding to vandalism with confrontation, the campaign chose to amplify what unites us. We donated our billboard space to other social causes, encouraging people to support initiatives that matter to the wider community. By shifting the focus from hatred to solidarity, the campaign showed that the fight for LGBTQ+ rights is also a fight for a fairer, safer and more compassionate society. For the first time ever, Sofia Pride’s outdoor communication remained unvandalized, becoming a symbol of visibility rooted in empowerment, not conflict.
