Mercedes Benz’s Safe Spaces pride campaign was built around the four key ideas of Language, Visibility, Respect and Advocacy, creating safer spaces both “on the road, and off.” Partnered with the non-profit LGBTQIA+ sporting organization Athlete Ally, Safe Spaces also shines a spotlight on trans, non-binary pro-skater Leo Baker, sharing their story of acceptance, authenticity and allyship. More than Pride Month rainbow washing, Safe Spaces put marketing into beneficial, tangible action for the community. #pridecampaign #consulting #concepting