Gilbert Baker Foundation

Save the Rainbow Flag

Agencies: INNOCEAN USA Tool


On this “Flag Day,” the Gilbert Baker Foundation - which honors the legacy of the creator of the original Rainbow Pride Flag - announces the launch of a new phase of the #SavetheRainbowFlag campaign.

There are currently upward of 40 cities who have passed laws to ban the Pride Flag at government buildings (City Halls, Police Stations, Public Schools, etc.) That number is growing on an almost daily basis. The bans are leading to an increase in hate crimes in many of these markets.

To combat these bans, a #SavetheRainbowFlag virtual Augmented Reality (AR) filter is now available on Instagram, allowing anyone to raise virtual Pride Flags at government buildings especially particularly where the pride flag has been banned.) Developed by INNOCEAN USA and Tool, in partnership with the Gilbert Baker Foundation, supporters are being given the tools to not just raise awareness, but raise their own Pride Flags! The filter is available on Instagram @Gilbert_Baker_Foundation. (Please note that the filter is only available on your mobile device.)

The #SavetheRainbowFlag filter is part of a wider initiative of the Gilbert Baker Foundation, they have made a toolkit available to assist members of communities that are under attack to take action, to testify at city council and school board meetings and participate in civic discussions to reverse or prevent future bans.

"The Gilbert Baker Foundation launched the Save the Rainbow Flag initiative in response to a wave of pride flag bans occurring across our country,” states Charles Beal, President of the Gilbert Baker Foundation. “Partnering with the ACLU we created a Toolkit that local activists can use to fight back against this wave of hate and win! Using these tools, we've already seen victories in California, New Jersey and Florida. If this is happening in your community, speak out! Reach out to us and fight back!”

This professional campaign titled 'Save the Rainbow Flag' was published in United States in June, 2023. It was created for the brand: Gilbert Baker Foundation, by ad agencies: INNOCEAN USA and Tool. This Experiential and Integrated media campaign is related to the Public Interest industry and contains 3 media assets. It was submitted about 1 year ago.


● Dustin Callif, President and Executive Producer
● Kaili Kubpart, Head of Production
● Jasmine Johnson, Producer
● Emily Fife, Creative Director
● Juan Ramon, Creative Technologist and Lead Developer
● Sophie Langohr and Tool France, Lead 3D Designer

● Steve Jun, CEO
● Jason Sperling, Chief Creative Officer
● Tony Kalathara, Group Creative Director
● Courtney Betley, Creative Director
● Joe Reynoso, Creative Director
● Nicolette Spencer, SVP Head of Production
● Melissa Moore, VP Executive Producer
● Spyro Glaretas, VP Director Digital Production
● Taylor Durrow, Project Manager
● Jenn Kennedy, VP Executive Director Business Affairs
● Tiffany Hill, Sr Business Affairs Manager
● Lisa Dougherty, Business Affairs Manager
● Candice Morson, Associate Business Affairs Manager
● Derek Dintzner, Creative Technologist


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