"A Medal for Your Individuality." ~Me MEDAL factory~ Tokyo Rainbow Pride 2017

The Pride Parade is an event held worldwide to celebrate LGBT culture and serve as a platform for social activism. In Japan, Tokyo Rainbow Pride is the most representative and largest event of its kind. Attendance continues to rise steadily.

The number of companies sponsoring or participating in Tokyo Rainbow Pride has increased to levels unthinkable just a few years ago. It's not just companies perceived as having robust LGBT initiatives, primarily foreign firms, but also national companies making new appearances every year.

According to organizers, this year's main event at Yoyogi Park Event Plaza drew a total of 100,000 attendees over two days. A record 125 companies participated, and 5,000 people joined the parade, both figures marking all-time highs.

Following the parade, a special live performance by Mika Nakashima was held on the outdoor stage.

The theme of the DDL booth in 2016 was "Become an Ally."

An "Ally" is someone who supports LGBT individuals by striving to understand sexual minorities, including LGBT people, considering what they can do, and taking action (the term originates from the English word "Ally" <alliance, ally>).

We proposed creating a society where LGBT people can live more comfortably by increasing the number of individuals and companies declaring themselves as "Allies" – supporters of LGBT people.

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This year's theme focuses on "individuality" beyond sexual orientation and gender identity.

"Me MEDAL" expresses your individuality through a badge. You create it by answering three questions and choosing three paints.
(1) What kind of person do you want to become in the future? What color represents that?
(2) What colors do people around you think suit you?
(3) What season were you born in? What colors match it perfectly?

Then, mix the three chosen colors using a technique called "decalcomania."

The decalcomania method is simple.
First, freely place the three paints on the medal sheet, then fold the sheet along the dotted line.
Then, cut it into a semicircle with scissors. When you open it up, a one-of-a-kind pattern is complete. After drying, we finish it into a medal.

Many colorful medals were created.

Even those who said things like "Oh no, this is terrible~" or "This is totally not cute~" during the making process always exclaimed "Wow~!" or "So cute~!" with delight the moment they saw the finished badge.

The three questions were designed to represent three aspects of self: the self you define, the self others define, and the self determined by fate.
Even if born in the same winter season, some might picture blue, while others might imagine the white of snow or the orange of a fireplace. It might even change depending on your mood that day.
The traits that shape who we are are countless, and the ones we prioritize as defining ourselves vary from person to person. For some, sexuality might be number one; for others, it might be number ten. We think that's perfectly fine. We designed this project with the hope that, like these badges, everyone would develop a fondness for their own unique traits.

We often hear that "LGBT isn't the only theme we should face," but attitudes have shifted in recent years. Three or four years ago, awareness of LGBT issues was low, and there was a misconception that "there are no LGBT people around me." Recently, voices are emerging that say, "While properly addressing LGBT issues is a given, what's even more important is building systems, manners, and skills to accept all forms of diversity."

Trying to grasp every single difference is impossible and pointless. What's needed is the ability to communicate with people different from yourself. At DDL, we call this ability "Diversability" (a portmanteau of Diverse and ability).
Accepting oneself is one action that enhances Diversability, as it builds the capacity to embrace others' individuality. Dentsu Inc. Diversity Lab will continue striving to realize a rich, diverse future through solutions that embody the Dentsu spirit.