LCBO Pride

In the summer of 2019, the LCBO launched its first ever Pride Campaign, in celebration of their sponsorship of Pride Toronto. In a world of rainbow-washing, we needed to make an authentic connection and show support for the community. Not just raising a glass to how far we’ve come, but also raising awareness of how far we still have to go.

In just 14 days, we raised over $750,000 for Women’s College Hospital to support their Transition-Related Surgery Program—the first ever publicly funded program in Canada. Helping the largest trans population in Canada receive critical care, erase stigma, and help them feel comfortable in their own skin.

The campaign has been recognized and awarded nationally, and in 2020 it was extended from 14 stores in Toronto to 125 stores across the province. But of course, since COVID had other plans for Pride, we also quickly shifted to a social and digital campaign, helping people across the province still come out, even if they had to stay in.

Creative Director: RYAN CROUCHMAN

DESIGNER: GREGORY HERGOTT (2019) / Kendra SPURGEON (2020)

Writer: Ariel Riske