A range of interactive features across Meta’s platforms are supporting the LGBTQIA+ community and are celebrating Sydney WorldPride.

The AR filter is across six iconic sites in Sydney, allowing users to go on a journey in understanding and recognising the key places and moments in LGBTQIA+ history.

Users will be able to see quotes and historical images come alive, allowing users to interact with buildings and walk through the iconic sites that have shaped pivotal moments in LGBTQIA+ history.

In order to access the filters, users must be at the site, scanning their phone on a QR code and activating the experience.

The locations for the #WalkWithPride AR filter in Sydney are: Taylor Square T2 Building, Former Darlinghurst Police Station, Former Taxi Club, Newtown Library, The Imperial and Prince Alfred Park, known as the Rainbow Path. 

A walk through history

Almost a decade after the Stonewall Riots in New York City in 1969 ignited a movement for LGBTQIA+ rights that spread across the world, the gay and lesbian community in Sydney organised a commemoration of the riots in June 1978. The event was to draw attention to discrimination and stand in solidarity with others around the world. 

This event, which shaped what we now know as the Sydney Gay and Lesbian Mardi Gras, ended in police brutality, with 53 arrested and many beaten in their prison cells. 

A long way from these beginnings, the Sydney Gay and Lesbian Mardi Gras has grown to become one of the biggest celebrations of LGBTQIA+ people in the world. But the locations used in the #WalkWithPride AR filter highlight this history, allowing users to learn about the difficult road for LGBTQIA+ rights. 

President of Pride History Group, Dr Shirleene Robinson comments on the importance of educating people about LGBTQIA+ history.

“There is a vital link between LGBTQIA+ inclusion, recognition and connection and our history. The Sydney LGBTQIA+ community has an incredibly rich history full of sacrifice and determination to make our society a better and fairer place for everyone. While there has been real struggle, there has also been love, laughter and connection as part of that journey.”

Robinson says they are excited about Meta’s support for the community.

“It is truly exciting to think that Meta has worked so closely with the Advisory Group of community advocates to develop a sensitive and educational approach that shows we have long been a vital part of this city and that our communities and experiences need to be included.”

“I know the Walk With Pride AR filter will be meaningful to people from all backgrounds and walks of life. It is a wonderful means of connecting with more than 80 years of amazing LGBTQIA+ history and to inspire us on the journey ahead.”

At a random time of the day, users will get notified to capture and share photos within two minutes. It enables users to take a forward facing photo and a selfie at the same time to share what they’re doing – unfiltered.

The app is becoming one of the most popular on social media, with United States President, Joe Biden joining in the bandwagon. 

The idea around BeReal is simple, it allows users to share their unfiltered, unpolished look at themselves and their surroundings. 

What comes with popularity also comes with other apps copying. Meta quickly enforced short-form video scrolling after TikTok dominated social media. 

Managing director APAC at Sensor Tower, Tom Cui, comments on the trends explaining,“TikTok continues to be Australia’s favourite social media app. In fact, it’s now much more than just an entertainment app, rather, it is a livelihood for many Aussies, helping consumers to monetise their content and fuel the growing creator economy Down Under.”

“BeReal has taken Australia by storm, surging in popularity since its appearance on the market late last year. It’s not easy to break into the social media market and perform so well. However, we’re yet to see if the app is set to be just a fad. Global SensorTower data has shown that despite a flurry in downloads, BeReal’s daily usage is much lower than competitor apps which might suggest the novelty is wearing off,” says Cui.

Cui comments on the downfall of Instagram downloads outlining, “What’s really interesting is that Instagram app downloads are the second lowest of all the social media platforms. This suggests that the curated aesthetic is on the way out and authenticity is on the way in. Social media apps will do well to tap into this trend as consumers embrace originality over edited content.”

The campaign has launched in line with Indigenous Business Month and ahead of Black Friday and other major upcoming shopping days in the retail calendar. The campaign focuses on empowering First Nations businesses to allow them to reach more Australians around these key dates.

A variety of First Nations designed assets and creators will feature in the on-platform Facebook and Instagram campaign, celebrating Indigenous business and artwork excellence.

Those featured include five First Nations business owners as content creators, Ginny’s Girl Gang, Nungala Creative, Ngumpie Weaving, Earth Jinda and Gammin Threads. 

The campaign will provide media exposure for these Blak businesses, including a paid content partnership with NITV, to extend reach off platform and encourage First Nations business owners to set themselves up for success.

To harness the diversity of Indigenous culture, Meta partnered with Aboriginal owned media and events agency, 33 Creative, to develop the assets that feature throughout the campaign. 

Trading Blak artist, Kiya Watt, was engaged to design artwork that can be seen across each channel. A key feature in her designs for the campaign are the Yakans (Noongar word for long neck turtles) that represent opportunity and growth, travelling separately and eventually coming together to create the future.

Meta has extended its partnership this year with First Nations business collective, Trading Blak. Trading Blak sells products from the creators and businesses featured in the campaign, and has a broader focus on reclaiming the First Nations business space for First Nations people through transparent and ethical practices.

Investing in First Nation businesses

The BuyBlak movement in Australia is gaining momentum, and this campaign aims to increase awareness in the lead-up to key sales moments.

Ninety-nine percent of First Nations businesses are small to medium enterprises. By supporting them, shoppers are doing so much more than just spending money; buying from Indigenous businesses creates a ripple effect for health, social and emotional well-being.

Co-founder of Trading Blak, Jarin Baigent says, “The #BuyBlak movement is an opportunity to come together and commit to investing in authentic First Nations-led businesses. It can be tricky navigating business blackface, which is why we’ve done the work for you. So you can shop with confidence that all Trading Blak businesses are First Nations owned and led. Shopping responsibly ensures that you can truly support First Nations self-determination, which is crucial for us at Trading Blak.”

Mayrah Sonter, co-founder and co-director of 33 Creative and co-founder of Indigenous Business Month says, “We’re proud to be working with Trading Blak and Meta again this year on the #BuyBlak campaign. It’s so important to support First Nations businesses, as a thriving part of our community and key part of our nation’s fabric. We’re excited to highlight the wide range of wonderful products and services on offer with Trading Blak through this campaign.”

Alexandra Sloane, director of Marketing, ANZ at Meta says, “We know that self-determination is a critical part of social change, and by supporting First Nations businesses we can each play a part in making that happen for Indigenous communities. It’s amazing to see more and more people getting on board the #BuyBlak movement, and we hope to amplify these businesses across Facebook and Instagram. Our partnership with Trading Blak and 33 Creative for the second year, falls at the perfect time to encourage Australians to #BuyBlak this holiday season and beyond.”