Destination Pride

In the spring of 2017, FCB/SIX hatched an idea for PFlag Canada based on a simple insight: that there is no single source for LGBTQ+ travellers to find out how friendly or open a destination in the world might be before they get there.

Enter, Destination Pride.

Pulling in government data across a variety of LGBTQ+ friendly laws as well as live social sentiment data, Destination Pride generates a Pride score for every city, region and country around the world. It's the first search engine to pull together these sources and present them in a user-friendly, accessible and clear way.

And that's not at all.

The Pride score generates a six-row graphic, following the Pride flag's colours. A 100% score in a category, and the bar is full; a 50% score in a different category, and the bar is half full. This generated graphic is that city's Pride Flag.

By sharing a destination to Facebook or Twitter, the user can either help raise the Pride flag for any destination around the world, through their status combined with an auto-generated graphic of that city's flag.

Check it out now, at



Executive Creative Director
Ian Mackenzie

Associate Creative Directors
Dave Laing, Krystle Mullin, Stuart Thursby

Creative Team
David Woodger, James Ly, Jason Ip

Dov Atlin, Madara Ranawake


PFLAG Canada