During the parade, employees marched in matching shirts.
But we didn’t stop there. Nearly half of LGBTQIA+ youth seriously consider suicide, and respecting someone’s pronouns is proven to reduce those risks. So we helped Pace march with purpose by handing out pronoun pins — an inexpensive way to make a meaningful impact.
Organic social posts shared Pace’s commitment, offered extended rides, and encouraged Chicagoans to wear their pronouns with pride.
Pace’s recruitment efforts also leaned into the initiative, which helped the brand stand out in print.
These efforts were met with positive reviews from riders and community members including ABC 7 News, who picked up the story and helped Pace reach an additional 185K views locally and over 2.2M nationwide. With this success, Pace extended their support to Disability Pride in July.