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Fido celebrates Pride in all its colours

Fido’s latest campaign aims to connect Canadians through conversation and highlight a more diverse representation of Pride by showing that Pride is more than six colours

As a longstanding ally, Fido believes there is undeniable power in the connections built from showing our beautifully authentic selves. For the last six years, Fido has been a proud sponsor and ally of Pride events across Canada and this year will be no different. Although we still can’t celebrate together in person, Fido remains committed to the LGBTQ2S+ community and helping to build a more inclusive culture for all.

Celebrating Pride in all it’s colours! Check out Fido’s campaign here.

To celebrate the start of Pride Month, Fido launched a new campaign that helps connect Canadians to a more diverse representation of Pride by reminding us that Pride comes in every colour. The campaign features members of the LGBTQ2S+ community sharing personal stories, revealing the flag they identify with the most. Fido wants to continue to inspire change by removing barriers, amplifying LGBTQ2S+ voices, creating a safe space for learning, and encouraging Canadians to keep connecting, even while apart.

Fido is continuing its partnership with Pflag Canada – the country’s only national organization that offers peer-to-peer support striving to help all Canadians with issues of sexual orientation, gender identity and gender expression. In working with Pflag, Fido’s hope is that every person finds love and acceptance in their families and communities through support and education.

Here’s how you can show your support and join in the conversation with Fido and the LGBTQ2S+ community:

1. ‘Click to donate’ up to $25,000:

Be part of the campaign by posting a selfie with Fido’s social AR filters on Facebook, Instagram or Snapchat! Throughout the month of June, you can choose one of multiple flags representing some of the different sexual and gender identities to add to your selfie. For every photo posted with the hashtag #ConnectToAccept or #ConnecterPourAccepter, Fido will make a $1 donation to Pflag Canada, up to $25,000.

2. The #ConnectToAccept Write-a-thon:

Wattpad and Fido have teamed up to launch the #ConnectToAccept Short Story Write-a-thon. For every story submitted, Wattpad and Fido will each donate $1 to Pflag Canada for a total of up to $3,000. To trigger the donation, include the hashtag #ConnectToAccept or #ConnecterPourAccepter at the end of your story. These stories will be a great resource for people to connect with others in the community who may have had similar experiences and to help spread a message of acceptance in all its forms.

3. Fido’s Flown with Pride Microsite:

Visit Fido’s microsite for LGBTQ2S+ Canadians and allies allies alike in a space that allows individuals to embrace themselves and others for who they are. Launching June 21, participants can place the Pride flag that best represents themselves onto their home province, which will evolve into a coast-to-coast-to-coast visual representation of the community across Canada. It will also enable people to virtually connect with others in their area, promoting the idea that connection in diversity can move individuals and society forward.

This new campaign builds on Fido’s longstanding and year-round support for the LGBTQ2S+ community. In 2020, Fido introduced Fido With Care, a community-based initiative rooted in combatting sexual and/or racial discrimination by using Fido’s resources to drive action and create positive social change in Canada. As part of Fido With Care, earlier this year Fido launched its “Off-Mute” campaign aimed at supporting and amplifying the voices of Canadian BIPOC and LGBTQ2S+ musicians and driving important conversations in support of these communities.

Below are some of the flags that will be featured in the new campaign. And remember, whatever flag you fly – fly it with Pride.

Lesbian Pride

Dark orange: gender nonconformity
Light orange: sense of independence and community
White: transsexual and nonbinary lesbians
Light pink: love, peace and serenity
Dark pink: femininity

Two-Spirit Pride

Black and white feathers: diversity of identity and gender in Indigenous communities

Straight Ally Pride

Black and white: heterosexual and/or cisgender individuals
The six-colour "A": allyship of the LGBTQ2S+ community

Transgender Pride

Blue: male gender
Pink: female gender
White: people who identify as intersex, transitioning, or gender-neutral or undefined gender

Genderqueer Pride

Lavender: androgynous people
White: agender people
Green: people who do not fall into the binary gender

Bisexual Pride

Pink: attraction to people of the same gender or the same identity
Purple: attraction to two genders
Blue: attraction to people who identify as another gender

Gay Men’s Pride

Dark Green: community
Med. Green: healing
Light Green: joy
White: gender nonconforming & trans men
Light Blue: pure love
Med. Blue: fortitude
Dark Blue: diversity


Red: life
Orange: comfort
Yellow: sun
Green: nature
Blue: art
Purple: spirituality

Philadelphia & Progress

Philadelphia flag: the addition of black and brown stripes to the rainbow flag highlights the inclusion of Black people and people of a visible minority
Progress flag: created by Daniel Quasar, the Philadelphia flag with triangular stripes and new colours represents progress and plurality of genders and skin colours