Pride Paint
Hamburg Pride
Hamburg Pride Week 2022 unfolded under the shadow of a troubling paradox: While the LGBTQIA+ community was finally ready to return to the streets together after years of pandemic isolation, hate crimes against queer people had reached alarming levels. Statistics showed a clear rise in homophobic and transphobic attacks.
Caught between the deep desire for visibility and the real threat of violence, we faced a fundamental question: How can we strengthen solidarity in times of growing hostility?
The answer lies in a powerful visual statement: Ten real individuals from the LGBTQIA+ community are photographed in striking black-and-white portraits, adorned with rainbow war paint.
In line with the motto “To the streets! Diversity over violence,” they transform a symbol of battle into a message of love.
The ten portraits take over Hamburg on all levels:Extensive DOOH and OOH advertising turn the city into a gallery of courage. Social media measures and display ads amplify the message digitally, while banners at the CSD parade create emotional highlights.
With the “Pride Paint Filter” on Facebook and Instagram, users can become part of the campaign themselves. The rainbow war paint becomes a viral symbol — anyone can show their colors digitally and strengthen the movement.
| Photographer | Andreas Franke (STAUDINGER + FRANKE) |
