In this blog, we’ll dive into how Antarctic’s “Food is a Powerful Ally” campaign cut through the Pride Month noise to spotlight food insecurity in NYC’s LGBTQ+ community. Discover how our bold storytelling and strategic creativity earned a Shorty Awards finalist spot.

Every June, Pride NYC is all about bold rainbow campaigns. Practically every street corner and subway station is adorned with these eye-catching spectacles of LGBTQ+ support, celebration, and allyship.

For nonprofits like Food Bank for NYC, Pride Month is a time to bring awareness to urgent issues like food insecurity in the LGBTQ+ community. The problem? There’s a lot of noise during Pride Month.

When they approached us for a 2023 Pride NYC campaign strategy and creative execution that would cut through and stand out, we were up to the task. Thus, “Food is a Powerful Ally” was born from this collaboration.

Let’s find out how Antarctic’s campaign inspired real-world action, stood out, and even became a Shorty Awards ‘Nonprofit’ finalist with a Gold Honor in LGBTQ+.

The Challenge: Food Insecurity in NYC's LGBTQ+ Community

LGBTQ+ individuals—especially transgender, non-binary, and BIPOC members—face disproportionately high rates of food insecurity. Nationwide, 22% of LGBTQ+ adults struggle to access food.

In NYC, that number jumps to 1 in 5. Despite these concerning numbers, this remains a neglected issue.

That’s why Food Bank For NYC was committed to breaking the silence, increasing awareness, and raising funds to feed food-insecure LGBTQ+ individuals.

But brands flood the market during Pride Month with rainbow-themed campaigns. How could we be sure the message would be heard?

The Strategy: The Real Side of LGBTQ+ New Yorkers

As a creative design agency that has built LGBTQ+ rights campaigns for prominent groups like NYC Commission on Human Rights, Seattle Pride, The LGBT Bar, and SAGE, we felt confident in strategizing and executing a creative, bold campaign.

The goal? Put real LGBTQ+ New Yorkers at the center of it all.

Key campaign elements included:

• A bold slogan inspired by the Pride 2023 theme: “Food Is a Powerful Ally”

• Authentic storytelling featuring non-binary and transgender individuals, people of color, and chosen families

• Street teams and digital billboard trucks to tell people about LGBTQ+ hunger and capture testimonials

• A city-wide, month-long activation across digital, print, and experiential platforms

Nearly 1,600 people interacted with Food Bank for NYC’s Eventbrite page, and over 200 people expressed interest in joining their NYC Pride Parade activation. These were results we could get behind.

How We Cut Through the ‘Pride Month’ Noise

With so many brands vying for attention during Pride, getting seen required more than just a rainbow logo.

Antarctic’s creative execution for “Food is a Powerful Ally” wasn’t made just to be seen. It was made to be felt.

Here’s how we brought the emotion to life:

• A striking in-street activation featuring street teams and billboard trucks, reaching over 1 million pedestrians across NYC.

• A dynamic photoshoot and video production showcasing real LGBTQ+ New Yorkers affected by food insecurity.

• Large-scale wild postings across the city, generating 4.8 million impressions that reinforced the campaign’s visibility.

• Direct community engagement through 6,000 flyers distributed in high-traffic areas, starting conversations about LGBTQ+ hunger.

By capturing authentic stories and meeting people where they were, this campaign inspired millions and got the attention of the annual Shorty Awards as a Nonprofit finalist (which filled us with so much pride! No pun intended).

Lasting Impact: Outcomes That Go Beyond Awareness

The results were undeniable. Not only did “Food Is a Powerful Ally” garner lots of eyeballs, but it also inspired meaningful conversations and drove record-breaking engagement.

✅ 304,292 landing page views (more than double 2022’s numbers)
✅ 127,763 active users (up from 85,066 in 2022)
✅ 68% engagement rate (7x higher than in 2022)

Antarctic’s creative efforts also played a seminal role in raising awareness:

• Billboard Truck + Street Teams: 1M impressions from direct community engagement

• Wild Postings: 4.8M impressions across NYC

• 6,000 Flyers Distributed: Sparking real conversations in high-traffic locations

The campaign also sparked some powerful responses from pedestrians:

“I didn’t even realize Food Bank could be a resource for me.”
“Right message, right place, right weekend.”

“Food is a Powerful Ally” brought the issue straight to the people, amplifying the real LGBTQ+ New Yorkers and their struggles.

Discover the surprising results of our Shorty Awards Finalist campaign

Finishing Up: The Power of Purposeful Pride Campaigns

When advocacy meets strategic creativity, real change happens.

To us, Food Bank for NYC, and real-life New Yorkers, “Food Is a Powerful Ally” went beyond Pride NYC. It illuminated a major life challenge for 1 in 5 LGBTQ+ individuals.

For brands and nonprofits looking to make a difference, the takeaway is clear: authenticity, raw human storytelling, and a bold creative presence are what get measurable results.

Want to create a campaign that doesn’t just blend in but stands out? Let’s talk. 

Reach out to us for a consultation