Hampton Roads Pride has held an annual festival each year to support national Pride month. However, over the last 30 years they noticed that they were not attracting a diverse crowd of attendees. They wanted to engage a broader audience to include African Americans and college students.
Created pop up events in multiple cities across Hampton Roads to help spread the word about the Annual festival. Built a partnership with local HBCU’s to include Norfolk State University and Hampton University to promote Pride events on college campuses. Recruited volunteers from social media posts targeted at a younger audience.
Brought in national entertainment artist Jussie Smollett to perform. Was able to reach over 100k engagement on social media engagement. The festival attendance increased from 30,000 to 70,000. This was the beginning of the most diversity ever for a festival that has been going on for over 30 years.