Creating Space for the Next Generation of Pride Storytellers

One of the things I love most about out-of-home advertising is its ability to bring people together through shared experiences. Every day, billboards and other public-facing media become part of the communities they serve, helping people discover new ideas, celebrate important moments, and see themselves reflected in the world around them.

That’s what made Clear Channel Outdoor’s Pride Month partnership with Rainbow Labs especially meaningful to me this year. Rainbow Labs is a Los Angeles-based nonprofit that provides mentorship, leadership development, and safe, affirming spaces for LGBTQ+ youth,

As part of our ongoing commitment to community engagement and creating positive impact through the spaces we operate, Clear Channel Outdoor partnered with Rainbow Labs to launch a creative program in collaboration with LGBTQ+ youth in Los Angeles. Together, we invited students to participate in a hands-on experience focused on developing Pride-themed billboard concepts that celebrate identity, visibility, and community.

Over the course of several virtual and in-person workshops, students were introduced to the fundamentals of out-of-home advertising, from concept development and copywriting to typography, layout and visual storytelling. More importantly, they were given an opportunity to explore how their own experiences and perspectives could be transformed into creative work designed for a broad public audience.

Like many creative sessions, our first meeting started quietly. As we began discussing Pride and what it meant to them, the students gradually opened up. We used word association exercises and group discussions to explore themes of identity, belonging, joy, community, and self-expression. I was humbled by some of the language and perspectives they brought to the conversation. While Pride has existed across generations, the way this generation talks about identity, support, and community continues to evolve, and I found myself learning just as much as I was teaching.

The experience was especially meaningful to me on a personal level. I grew up in Los Angeles, much like many of the students participating in the program. While everyone’s journey is different, I didn’t come out until my early twenties and never had an opportunity like this growing up. Being able to work alongside LGBTQ+ youth who were exploring their identities, expressing themselves creatively, and finding community at a younger age felt both inspiring and hopeful.

In many ways, I saw pieces of my younger self reflected in their experiences. That connection made me even more invested in creating a space where students felt comfortable sharing their perspectives and contributing ideas. Watching them build confidence in their voices and creative abilities became one of the most rewarding parts of the program.

One of the first lessons we discussed was that creating a billboard is different from creating almost any other form of design. Billboards are seen in seconds, not minutes. You have a brief moment to communicate an idea, which means clarity matters. Throughout the program, students learned how to simplify complex thoughts into messages that could connect with a broad public audience while still feeling authentic to their experiences.

We also talked about the collaborative nature of creativity. Early on, we established that this wasn’t a competition to see who could create the best billboard on their own. Instead, we focused on building ideas together. Some students gravitated toward writing and messaging, while others were drawn to illustration, typography, or visual design. As concepts evolved, they learned how strong creative work often comes from combining different perspectives rather than relying on a single voice.

One of the most exciting parts of the process was seeing ideas emerge organically from the students themselves. During one discussion, several students began talking about themes of sparkling, shimmering, and maintaining your light during difficult times. They described wanting a message that felt hopeful and encouraging, not just for the LGBTQ+ community, but for anyone who might encounter the campaign.

Those conversations led to the phrase “Keep Sparkling,” which quickly became one of the strongest concepts to emerge from the workshops. As we continued developing the idea together, the students began expanding it into a broader creative platform. New variations emerged, including “Sparkle Your Way,” “Sparkle Together,” “Sparkle Brighter,” and “Sparkle All Day.” Each version expressed a slightly different aspect of Pride, from individuality and self-expression to community, optimism and joy.

What started as a simple phrase evolved into a flexible campaign system supported by vibrant rainbow graphics, typography, and visual storytelling. Watching the students take ownership of the idea and build upon each other’s contributions was a great example of how collaboration often leads to stronger creative work.

Another rewarding moment was introducing students to parts of the creative process that often happen behind the scenes. We spent time exploring typography, reviewing fonts, discussing visual hierarchy, and examining how creative decisions influence the way a message is received. Seeing their excitement as we experimented with different typefaces and design systems reminded me how valuable mentorship and creative exposure can be. For many of them, this was their first opportunity to see how professional creative work is developed from an initial idea into a public-facing campaign.

What stood out most throughout the program was the intentionality behind the work. Pride meant something different to each student. For some, it represented visibility and self-expression. For others, it reflected belonging, chosen family, acceptance, and community. Rather than prescribing what Pride should look like, we encouraged students to create work rooted in their own experiences while remaining welcoming and accessible to the diverse audiences who would encounter it.

As their concepts evolved, I was continually inspired by their creativity, thoughtfulness, and willingness to collaborate. Their work demonstrated something we often discover in advertising and design: some of the strongest ideas are also the simplest. Messages rooted in joy, connection, optimism, and shared humanity have the power to resonate far beyond a single audience.

At Clear Channel Outdoor, we believe our media can be a platform for connection, creativity, and community. Through partnerships like this one with Rainbow Labs, we have an opportunity to support emerging voices, foster creativity, and help create pathways for the next generation of storytellers and designers.

For me, that may be the most rewarding part of this initiative. Beyond the campaign itself, it was about helping young people see that their ideas matter. Watching them transform personal experiences into creative concepts with the potential to reach thousands of people was a powerful reminder of why representation, mentorship, and community investment continue to matter, not just during Pride Month, but all year long.