Scotiabank and Rethink were the top winners in the inaugural PrideAM Awards this year, being recognized for the “Pride Tape For All” campaign.

After the National Hockey League (NHL) banned Pride Tape in October, Scotiabank responded by supplying Pride Tape to fans, athletes, leagues and organizations around Canada, as well as using the tape in a national campaign to make protest signs in its branches, on OOH boards, and outside NHL arenas.

The Everyday Impact Award was given to Mastercard and McCann for True Name. The initiative allows transgender clients to be referred to by their actual name on their credit card. The initiative was first introduced in the U.S. in 2019, before being rolled out to other markets, including Canada, since then.

The Unapologetically Queer Award was awarded to non-profit 2SLGBTQ+ choir Singing Out and Publicis for “Ooooooout of Home.” The campaign promotes Singing Out’s inclusivity and diversity through a series of posters that show the pleasure of singing.

PrideAM, the world’s first 2SLGBTQ+ advocate for the advertising industry, unveiled its 2024 award winners on Tuesday. The competition was open to applicants from around the world, recognizing outstanding marketing within the 2SLGBTQ+ community. The organization says its awards emphasize creativity, innovation and genuine inclusivity.

The winners were selected by a panel of 2SLGBTQ+ marketing professionals, chaired by Walt Disney Co. creative strategy and cultural entertainment lead Genie Gurnani.

“These are the types of campaigns that set the bar for 2SLGBTQI+ marketing. Now in Pride month 2024 we are witnessing the dialing back of Queer marketing, so thanks to these brands and agencies for showing how it should be done,” PrideAM founder Scott Knox said in a news release announcing the winners.

PrideAM also announced this week that it has established its inaugural board of directors. The board is led by Shortstop Creative co-owner and creative director Sam Archibald, as well as Craft Worldwide post producer Kaia Kim. The board also includes Knox, Halifax Chamber of Commerce PR coordinator Quinn Anderson, Breakfast Culture founder and CEO Jefferson Darrell, Modo director of marketing and communications Jane Hope, and Dentsu group digital director Dan Towers.

“We are committed to enhancing the visibility and support for queer professionals in our industry, particularly during these challenging times. We are committed to reaching more of our colleagues, as it can be lonely in this industry, but doubly so when you’re queer,” Archibald said in a press release announcing the board.

PrideAm is also now seeking participation in a 2024 community survey that launched this week, with the hope that 2SLGBTQ+ marketing professionals will share their perspectives on the advertising industry. The organization hopes to use these responses to create future programs and initiatives. The survey launched on PrideAM’s website.