The board of Joburg Pride yesterday launched the theme for the 22nd annual Joburg Pride parade and festival.
A clear homage to Lady Gaga’s groundbreaking hit musical celebration of identity and diversity, the Pride 2011 theme is ‘Born This Gay.’
The theme logo was also revealed at the media launch in Johannesburg; the word ‘gay’ strongly emphasised and painted with the rainbow flag colours.
Dineo Ranaka from YFM presented the creative and also won the pitch to design all Pride creative elements this year.
“It’s not an easy life being gay,” the board said in a statement. “Growing up you get laughed at, bullied, beaten up, called names. You get put into a box, labelled, discriminated against within your family, in the community, in life. Now add rape and even murder to the mix, just for living as you were born to be! Would anyone choose this hardship for themselves?”
The board explained that the theme was chosen in the context of the recent spate of ‘corrective rape’ attacks against primarily black lesbian women.
“The aim is to creatively, without fail and without shame, encourage society to speak out and take action against lesbian, gay, bisexual and transgender hate crime,” it said.
“The entire community needs to consistently drive the message that being gay or lesbian is NOT a fashion statement, a sickness, a crime, a curse or a choice.”
Details about this year’s event announced
The board added that the Joburg Pride parade will take place on Saturday 1 October 2011 at Zoo Lake, “calling for the protection of all human rights protected in South Africa’s constitution, but especially those of sexual minorities who are victimised on a daily basis.”
The members of the 2011 board were also revealed at the launch: They are Tanya Harford; Fulvio De Stefanis; Samantha Durkin; Kerry McMaster; Josef Talotta; Thami Kotlolo; Jenni Green; and Ian Ollis (non-executive).
McMaster announced that the board has hired an independent research company to help it better understand what the gay market wants and needs from Pride. The research will give the board a blueprint to determine a way forward for the next three years.
Unlike last year, Pride day will be a daytime celebration and artists will only perform during the day. Everyone will be expected to leave after the event and go to independent after-parties.
Another Pride launch will be held later in the year to announce sponsors and artists.
The Joburg Pride day and parade is the oldest and largest annual LGBT gathering in Africa.
Fabulous or uninspiring? Tell us what you think about the 2011 theme. (Please note: abusive or personal attacks on individuals will be removed.)
Watch a short video clip of the theme launch below.