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'Where others see only colours, we see the fight': this is the message behind WPP Italy's new campaign dedicated to Pride rights during the Pride Month in Milan. 

The campaign, signed by Ogilvy, is meant to break the traditional way Pride is represented, often using the rainbow colors to promote the LGBTQ+ community rights, thus sometimes misrepresenting the true nature of the movement and failing to provide a relevant contribution to a fight for human rights.

This campaign wants to highlight the very true essence of Pride, which is first and foremost a fight for the right to love and be loved. Here's why it features original black and white photos of LGBTQ+ community members walking with posters in Parades across different years and countries: the posters recall the urgency for those rights to be accepted, and the strength of a global community waiting for them to be recognized.