Protect Our Pride

L'équipe Freddie

Freddie launches “Protect Our Pride” campaign in partnership with the Keith Haring Foundation

2SLGBTQ+ communities in Canada are under attack. From drag protests to anti-trans legislation in Alberta, Saskatchewan and New Brunswick, we are facing an organized effort to undo decades of progress. Our communities need protection.

In the face of rising hate, we need Pride more than ever. It’s a time to build community, celebrate our differences and reflect on how far we’ve come. It’s also a reminder of how much we still have to do. Pride is more than a party – and it’s worth protecting.


Launching May 21st, Freddie’s “Protect Our Pride” campaign shares this message of protection and celebration. It asks us to think about what “our Pride means, and who we include in the Pride community. It also asks us to think about how we protect each other. At Freddie, we believe that means supporting your loved ones and fighting discrimination when you see it. It also means having safer sex.

Our Freddie Pride ambassadors are digital content creators who show that Pride is for all our communities. Throughout the campaign, our ambassadors will share their experiences as 2SLGBTQ+ people and what “Protect Our Pride'' means to them. Our incredible lineup includes Canadian creators Gabriel Jarquin, Sophie Jones and Adam Joshua. It also features queer celebrities like Canada's Drag Race host Brooke Lynn Hytes, contestants Juice Boxx and Synthia Kiss, and HBO's Legendary star Jarrell Hargraves. Their message is simple: no matter your gender, race, body type or HIV status, Pride is for you. 

To help the mission of “Protect Our Pride”, Freddie is proud to partner with the Keith Haring Foundation. Across our ambassador content, events, apparel, digital ads and out-of-home activations, Keith Haring’s instantly recognisable artwork will help share our message of joy, community and protection. As a legendary HIV/AIDS activist and queer icon, there is no better artist to illustrate our campaign.

Fundraising with Freddie

Haring’s iconic graphics are more than just an illustration. By licensing the late artist’s artwork, the Keith Haring Foundation raises funds to support non-profit organizations that provide opportunities for young people and those directly impacted by HIV/AIDS. Through Freddie's contribution, the Keith Haring Foundation will extend its support to communities living with or at risk for HIV.

Through the “Protect Our Pride” campaign, Freddie is also fundraising closer to home. We’re partnering with CANFAR to help prevent HIV transmissions with PrEP, all while raising money for a good cause. For every new patient referred by an existing Freddie user during the campaign, we’ll donate $25 to support HIV/AIDS research in Canada up to a total of $25,000. What’s more, if you refer someone then both of you will also have a chance to win prizes including a trip to Washington DC for World Pride in 2025, and Freddie x Keith Haring apparel.

© Keith Haring Foundation. Licensed by Artestar, New York. Partnership done in collaboration with Artestar, a global licensing agency and creative consultancy representing high-profile artists, photographers, designers, and creatives

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