The Pride movement is about celebrating being completely open about yourself and your identity, however you may identify. With this in mind, Citizen and EE have joined forces once again to create the ‘Celebrate Your Identity This Pride’ campaign. The campaign features thumbprints coloured in the various subgroups that make up the Progressive Pride flag.

The Pride flag incorporates elements from various LGBTQ+ subcultures, and the most recent Progressive Pride flag is made up of the following colours and groups:

Red represents life

Orange represents healing

Yellow represents new ideas

Green represents prosperity

Blue represents serenity

Violet represents spirit

Black/brown represents people of colour

White/blue/pink represents the trans community

The yellow with a purple circle represents intersex people

Over time, these colours have grown to represent different things to the many unique members of the LGBTQ+ community, many of which now have their own flags.

The original concepts for this year’s campaign proposed to EE were reviewed by the LGBTQ+ committee from the wider BT Group (EE, BT and Plusnet). Colleagues were asked how they would like to be represented in this year’s campaign. This feedback directly contributed to the chosen concept and the final campaign.

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The original concept

The final campaign features thumbprints coloured in the various colours of the Progressive Pride flag. The thumbprints are arranged in a variety of shapes and patterns, creating a visually striking and colourful design. The campaign is being displayed in storefronts at key EE locations across the United Kingdom to coincide with Pride celebrations throughout the summer.

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Nicola Gibson, Retail Marketing Manager at EE said: “We are pleased that we have been able to represent our colleagues in such a meaningful way. It has been great to see the creativity and thought that has gone into this important campaign, with the work really showcasing our shared vision for inclusivity”

Our thoughts…


The ‘Celebrate Your Identity This Pride’ campaign is a powerful and inclusive way to celebrate Pride. It is a reminder that everyone is unique and should be applauded for who they are. 

Head to the Birmingham EE store to see the full beauty of EE’s latest campaign.