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In Pride Month, Shanghai Pride collaborated with six local apparel designers and interpreted the Pride Flag with clothes of representative colours, turning Shanghai's iconic outdoor clotheslines into our proudest expression.

Pride Month is a period of freedom of expression for the LGBTQ community, but this has yet to be realized in China. Our objective was to give the community a way to freely express themselves and Raise their Pride.    

The campaign rolled out through the entire pride month of June. The Pride flag was reinterpreted into a pride pack consisting of T-shirts in colors representative of the pride flag. The pride pack was given out to the community who turned the city's clotheslines into a proud expression of their pride. People started to spread the word and shared their pride on Weibo, WeChat and even Instagram, creating a ripple effect achieving a total of 8.2M views for “Raise the Pride”.