What We Wanted to Convey at Tokyo Rainbow Pride 2024's "Pride Action Exhibition"
Tokyo Rainbow Pride 2024, one of Asia's largest LGBTQ+ events, was held on April 20-21 (※1). At Yoyogi Park (Shibuya Ward, Tokyo), the Pride Festival featured over 200 creative booths run by organizations, companies, and local governments supporting LGBTQ+ individuals. As part of its efforts to promote Diversity, Equity, and Inclusion (DEI), the Dentsu Group exhibited a booth for the eighth consecutive year (※2).
The Dentsu Group booth featured the "Pride Action Exhibition." This interactive exhibition allowed visitors to learn about and enjoy practical LGBTQ+ support actions they could implement immediately. Over 3,000 people visited over the two days, making it a huge success. In this article, the author, who was responsible for planning and producing the booth, shares the background of the project and feedback from visitors and staff!
※1=Originally scheduled for three days from the 19th to the 21st, but the first day was canceled due to strong winds.
※2=Participating entities vary annually, including the Dentsu Group organization "Dentsu Diversity Lab" and Dentsu Inc. In 2024, the exhibition was presented by dentsu Japan, which oversees and supports the Dentsu Group's domestic operations.
Big change starts with small actions!
"80% vs. 20%." What do you think these numbers represent? They actually show the gap between awareness and action regarding LGBTQ+ issues. The Dentsu Group's "LGBTQ+ Survey 2023" revealed that while awareness of inclusion is high at about 80%, only less than 20% of people actually use gender-neutral language, indicating that those taking concrete action remain very limited. (※3)
But it's someone's actions that have gradually changed the world into a more livable place for LGBTQ+ people—securing rights, eliminating discriminatory systems. We want to bridge the gap between awareness and action, encouraging as many people as possible to take steps toward a better world. As a group whose livelihood is communication, Dentsu Group wants to support this. This is why we held the "Pride Action Exhibition."
※3 Based on responses from non-LGBTQ+ individuals. View the full results of the "LGBTQ+ Survey 2023" at the link below ( https://www.group.dentsu.com/jp/news/release/001046.html ).
The Pride Action Exhibition was broadly structured into three parts: ① the main photo booth facing the street, ② the entrance display, and ③ the inner exhibition room. From here, we report on ③ the inner exhibition room, which introduced numerous Pride Actions.
Choosing "Words" is an Action Too
Upon entering the exhibition room, the first display you see is about "Words." Based on the idea that choosing words is a powerful action in itself, we introduced gender-neutral terms along with explanations.
Actions for "Communication"
The next exhibit focuses on actions related to "Communication." We introduced ways of speaking and thinking to create spaces where everyone can discuss comfortably. Small changes in each person's actions can surely make a big difference in the atmosphere.
Actions to Change
And third, actions for "Change" to promote transformation toward a better society. While some may seem challenging, we introduced them with the hope that you'll start with what you can do.
Visitor & Staff Feedback
Here are some comments we received!
As a booth that values "words" – something unique to the Dentsu Group whose livelihood is communication – it made me rethink the language I use daily. The pop comic-style design also had more of a TOKYO vibe than any other booth and was popular with international visitors! (Dentsu Group Employee)
Each exhibit made me realize how words and actions I used without thinking could unknowingly perpetuate gender discrimination. As my first TRP participation, it was my first direct encounter with the LGBTQ+ community and made me want to deepen my understanding of gender equality. (General Visitor)
The photo spot was photogenic and got people excited. However, many visitors didn't notice the special exhibition further back, so perhaps the booth design and visitor flow could have used a bit more thought. ( Dentsu Group Employee Volunteer)
Many visitors who made it to the special exhibition seemed particularly struck by the words used. While I did feel a bit like, "I thought I was introducing actions..." it's true that words are inseparable from action. The impetus for creating the "Pride Action Exhibition" was the reality that "only 20% of people use neutral language." If it inspired people to start by considering their word choices, then planning it was worthwhile. Thank you for visiting!
"We won't give up until things change."
This year marked the 30th anniversary of Japan's first Pride Parade, held in Tokyo in August 1994. What began 30 years ago with around 200 participants grew to 15,000 this year (※4). The scale of the festival held at Yoyogi Park Event Plaza also expands annually, reportedly drawing approximately 270,000 visitors this year (※4). With such diverse attendees come diverse ways of enjoying and participating.
This year, the Dentsu Group booth was located near the newly established "RAINBOW STAGE," which featured programs for children and families. Situated in a quieter area centered around booths from local governments and universities, it provided an environment where visitors could leisurely enjoy the exhibits and photo opportunities. However, given the vast size of the venue, some areas were extremely crowded and bustling, making it difficult for some visitors to explore comfortably.
Holding deep gratitude and respect for the pioneers who built Tokyo Rainbow Pride and its predecessors—a place to deliver messages to many and a space to be oneself—I pledge to continue striving as a participating company representative to make our booth and events more inclusive, more authentic, more reassuring, more enjoyable, and more transformative for everyone.
※4=All figures from the organizer's announcement ( https://tokyorainbowpride.com/news/notice/43909/ ).
＜Booth Production Staff＞
Creative Direction + Copy: Aya Fukui (Dentsu Inc.)
Art Direction: Taira Ishikawa (Dentsu Inc.)
Design: Teppei Karita, Ryoichi Karasuno (Dentsu Inc. Creative X)
Production Supervisor: Haruka Kawai (Dentsu Live Inc.)
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Author
Fukui Aya
Dentsu Inc.
Born in Kyoto Prefecture in 1991. Since joining the company, has been engaged in creative work centered on commercial planning and copywriting. Favorite city: Osaka.
