Pixels for Pride is a new fundraising effort out of PFLAG Canada (Parents, Families & Friends of Gays and Lesbians) to help the organization’s efforts to promote understanding. With every $5 donation, pixelsforpride.ca visitors can add a pixel to the online flag in their fave rainbow colour, along with a message.

The effort seeks to extend the positive experience of the Pride Parade, when parents march with their children amid cheers and clapping.

Campbell Company of Canada VP marketing Mark Childs describes it as ‘distilling the essence of the group in one campaign.’ Childs was asked to join the board as an advisor in June, based on his OPEN network launch at Campbell’s, the latest of the company’s global portfolio of diversity programs.

Cherie MacLeod, executive director of Moncton-based PFLAG says Pixels for Pride sharing is being encouraged via Facebook groups and chapter networks, and they’re planning to incorporate eBay as well. And in addition to posters, 10,000 bookmarks were distributed at Canadian Pride celebrations. MacLeod says interest in PFLAG peaks during Pride season, and that they hadn’t been capitalizing on it: ‘It was one of those enlightened moments when a campaign was born in three minutes.’