This Pride Campaign Translates Pins Left on Queering the Map into Unique Redirect URLs

Founded in 2017 by designer Lucas LaRochelle, Queering the Map is a community-based platform where LGBTQIA+ people share their lived experiences to specific locations on a world map through the use of pins.

700,000+ people have contributed from all corners of the world; with stories ranging from tender moments of connection, experiences of violence and discrimination, to the downright hilarious and deliciously raunchy.

Having worked together on ‘16th Century Life Expectancy’ for UK Black Pride and ‘Fabruary’ for LGBTQ2IA+ History Month, this campaign for Queering the Map is the third collaboration between McCann London and Clear Channel. All DOOH media space is donated by Clear Channel for the entirety of the campaign.

McCann London drew inspiration from real pins left by LGBTQ2IA+ people on Queering the Map, and translated them into unique URL domains. These URLS become headlines for the campaign, acting as alternative titles of what Queering the Map is, illustrating the diversity of the lived experiences of LGBTQ2IA+ people.

The stupid. The beautiful. The heart breaking. The embarrassing. The hilarious. The relatable.

These URLS act as redirects, for example www.cameouttomymumoverskype.com will take the user back to www.queeringthemap.com when put into a search engine; with the stories selected from the region in which the local pride event is taking place.

The hero launch of the campaign was during London Pride (29.06.24) and Dublin Pride, it will continue to show across the cities in multiple DOOH sites. Executions unique for regional events at Manchester and Brighton Pride, will continue throughout the summer. The campaign will also be adapted across Europe.