Home Business Target releases LGBT pride campaign: #TakePride

Target releases LGBT pride campaign: #TakePride

Target releases LGBT pride campaign: #TakePride


Minneapolis-based retailer Target has launched a campaign for Pride month: “We’re not born with pride. We take pride. Pride in celebrating who we were born to be.” The campaign comes with the hashtag #takepride and a video:

“We’re making our message loud and clear: Target proudly stands with the LGBT community, both as a team member and team player through all that we do – from our volunteer efforts to our long-standing partnerships with groups like Family Equality Council and Gay, Lesbian & Straight Education Network, to the very products we carry in our stores and online,” said Laysha Ward, executive vice president and chief corporate social responsibility officer, in a post on the company’s blog.

The video and the campaign reflect a journey for Target on LGBT rights. In 2010, Target came under fire from LGBT activists after the corporation donated money that benefited Republican Tom Emmer who was running for governor. Emmer, one of the more anti-LGBT candidates for governor in recent memory, lost that race but the reputation for Target was tarnished by public relations missteps.

The CEO responsible for the donation and the company’s poor PR in the wake of the donations, Gregg Steinhafel, had ties to the religious right. He resigned in May 2014.

Almost immediately, Target began efforts to rebrand itself. Target announced last year that is was publicly backing same-sex marriage and signed briefs urging the U.S. Supreme Court to enact marriage equality nationwide. The company created ads featuring a gay parents that were bold enough to prompt boycotts by the religious right, many of the same groups Target’s former CEO had aligned with.

Now, Target is not only rebranding itself as a LGBT-supportive company, but cashing in on Pride month with a line of Pride-themed merchandise.

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Andy Birkey has written for a number of Minnesota and national publications. He founded Eleventh Avenue South which ran from 2002-2011, wrote for the Minnesota Independent from 2006-2011, the American Independent from 2010-2013. His writing has appeared in The Advocate, The Star Tribune, The Huffington Post, Salon, Cagle News Service, Twin Cities Daily Planet, TheUptake, Vita.mn and much more. His writing on LGBT issues, the religious right and social justice has won awards including Best Beat Reporting by the Online News Association, Best Series by the Minnesota chapter of the Society of Professional Journalists, and an honorable mention by the Sex-Positive Journalism awards.