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The Sound of Pride

The Sound of Pride

Pride Milan

TBWA\Italy

The Challenge

The rainbow flag is one of the most powerful symbols of the LGBTQIA+ community—representing pride, inclusion, and visibility. Yet as a purely visual icon, it remains inaccessible to millions of blind and visually impaired people around the world. In a country like Italy, where ableism continues to present barriers in public and cultural spaces, this limitation underscored a critical gap in how inclusivity is expressed.

The challenge was clear: to make the rainbow flag—an emblem of equality—truly inclusive by enabling everyone to perceive it, regardless of sight.

The Solution

To make the rainbow flag perceivable by all, The Sound of Pride was created—the world’s first sonification of the Pride flag. A quantum biophysicist captured the frequencies of each color using a multispectral camera, and a composer transformed these frequencies into a musical composition. The result was a unique blend of electronic and classical elements, brought to life by the Orchestra Sinfonica di Milano.

This anthem allowed the rainbow flag to be experienced through sound—breaking visual barriers and offering a powerful new way to feel Pride, inclusive of those who cannot see it.

Watch the Case Study

The Results

360k+
Streams on Spotify
253mm
Blind and visually impaired people were enabled to “hear” the Pride flag for the first time
9
Pride parades played the anthem worldwide

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