As rainbow flags unfurl across Germany for Pride Season, one brand is making sure its presence is felt far beyond the parade routes of the big cities. pjur is launching a massive nationwide campaign, proving that for them, allyship is an action verb. Teaming up with an impressive 32 partner organizations, the brand is set to make a splash at 46 different locations, from the smallest local CSD (Christopher Street Day) gatherings to the massive, world-famous parades in Berlin, Cologne, and Munich.
A Mission of Visibility and Support
This isn’t just about handing out freebies. pjur’s campaign is rooted in a mission to champion queer visibility and combat prejudice. By working hand-in-hand with numerous AIDS support groups and community centers, the brand is putting its resources where its mouth is. The core of the initiative is the distribution of their special “Pride Sachet Cards.”
While an official quote for this year’s campaign wasn’t immediately available, a look at pjur’s long history of community engagement says it all. The brand has consistently framed its involvement not as marketing, but as a core part of its identity. A sentiment often echoed by company leadership in past statements emphasizes that supporting the LGBTQ+ community is a year-round commitment, not just a June trend.
More Than Just a Rainbow Logo
In an era where “rainbow washing” is a legitimate concern, pjur’s strategy stands out. Instead of just slapping a rainbow on a product, their collaboration with vital community health organizations like local AIDS support groups (Aidshilfen) demonstrates a deeper level of investment. These partnerships ensure their message of acceptance and safe-sex awareness reaches people directly through trusted community channels.
The campaign’s scope is particularly noteworthy. While many corporate sponsorships focus on the huge, media-saturated Prides in major hubs, pjur is making a conscious effort to support smaller, regional events. This acknowledges that queer life and the need for support exist everywhere, not just in metropolitan centers. As seen on their social media channels, like their Instagram @pjur.official, the focus is always on community and authentic celebration.
“pjur is committed to using every opportunity to raise awareness of queer lives, challenge prejudice, and foster greater openness and acceptance.”
A Small Sachet with a Powerful Message
The campaign’s “Pride Sachet Cards” are more than just a sample; they are a symbol of the brand’s message. Each card serves as a conversation starter about intimacy, safety, and pride in one’s identity. By distributing them at events large and small, pjur is helping to normalize these conversations and reinforce a culture of care and self-love within the community and beyond.
As Pride season continues to unfold, pjur’s extensive and thoughtful campaign serves as a powerful reminder of what authentic corporate allyship can look like. It’s a message that clearly resonates, showing that their support isn’t just for a month, but for the long haul.
* Photo from storerotica.com
