Pride

THE POWER OF ART AS A PART OF THE NORMALIZATION OF DIVERSITY
PRIDE - BE YOURSELF WITH CONFIDENCE

Music has the power to touch and bring people together. It can act as a driver of change and contribute to the transformation, reconstruction, and renegotiation of society’s norms, values ​​and culture.

ATAÁ planned and organized a one-day music tour for an upcoming band during the Helsinki Pride festival. According to the tour’s slogan, #YouDoYou’s goal was to encourage people to proudly be their authentic selves. 

ATAÁ felt it was very important to take part in Pride Week and create a concept emphasizing authenticity and normalizing diversity. We are not free until everyone has equal opportunities.

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