Ambassadors of Pride Hero

West Pride Ambassadors of Pride

Insight

LGBTQ+ refugees flee from persecution and death simply for being who they are. To stay, they must prove what they’ve always hidden.

In a subjective and legally uncertain interview process, it’s up to the authorities to decide if they are part of the Pride community so West Pride partnered with AKQA Sweden to launch a new initiative.

Idea

LGBTQ+ refugees were given official roles in the organisation of West Pride, to make it harder for the Migration Agency to question their cases.

As the anonymous faces of the Swedish non-governmental organisation, the six refugees tell their life stories with the backing of a legal team and a public petition.

Far too many are wrongly sent back to a lifetime of persecution, imprisonment or death. We need to stop this now.
- Emma Gunterberg Sachs, General Manager at West Pride
A smartphone displays a social media post with a silhouette of a person, two horizontal bars over their eyes and mouth, and text: Welcome Nour. Our new Ambassador of Pride. Blue gradient background.

Impact

All love is equal and should include equality for everyone.

After national coverage around World Refugee Day, Minister Mikael Damberg has agreed to personally receive the list of names that demand a review of the LGBTQ+ asylum process. West Pride is also offering free legal counsel for the Ambassadors as they await decisions from the Swedish Migration Agency.

Ambassadors of Pride ↘
A grid of six stylized portraits with colorful backgrounds, each featuring a person with their facial features obscured by gradient bars. Text on each portrait introduces them as Serena, Khalid, Nour, and Ansumana.
  • MUSE by ClioAKQA profiles desperate LGBTQ+ asylum seekers in Sweden ↘
  • Ad AgeThe stories of LGBTQ+ refugees ↘
  • Little Black BookNon-profit West Pride launches Ambassadors of Pride ↘

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