Ambition

Since 2019, the municipality of Hilversum has been pursuing an active policy for the LGBTQ-community and focuses on the social acceptance and safety of the LGBTQ-members of the city. Social acceptance of the LGBTQ-members requires constant attention. Positive attention. This is why in 2019, from 11 to 18 October, Hilversum introduced the “Rainbow Week Hilversum”. During this week, the city of Hilversum was all about inclusivity. Various activities took place around said theme, with the Rainbow Ball in the Vorstin as a closing party on October 18. At the request of the group ‘Hilversum Inclusief’ (Hilversum Inclusive) and the municipality of Hilversum, Hilversum Marketing has provided the marketing communication around Rainbow Week. Its purpose was to promote all Rainbow Week activities. The further objective was to make the LGBTQ-community in Hilversum visible and make them feel accepted and safe.

Campaign

Hilversum Marketing has set up an awareness campaign around Rainbow Week, in which we let the colors of the rainbow shine in the city. It is a call for tolerance and respect for everyone. We designed the brand identity of the Live Love Feel Free campaign. We have used various resources, such as flyers, postcards, posters and all Live Hilversum channels (socials, livehilversum.com and the UITagenda). To increase the visibility of the campaign even more, we applied various forms of city dressing, including Out of Home announcements on ESH displays, rainbow flags at central points in the city and covering the train station in rainbow colors.

When (duration)

2019: Oct 7 – Oct 20, 2019

2020: For 2020, a new rainbow campaign is planned for 5 to 17 October.

Partners

Municipality of Hilversum

Group ‘Hilversum Inclusief’ (Hilversum Inclusive)

The Vorstin, Hilversum library, local catering entrepreneurs, café Brabant.