Sporting a tongue-in-cheek detergent ad motif, this brochure announces Philadelphia’s June 8, 1997, Pride Day under the playful slogan “It All Comes OUT in the Wash.”

Published by the group Diversity of Pride, the pamphlet cleverly reworked household imagery—complete with a bubbling washing machine—to emphasize both the celebration of LGBTQ identity and the collective “fresh start” that Pride events can offer.

Historical Context

By the late 1990s, LGBTQ communities had pressed for, and achieved, a number of incremental policy and cultural gains. These ranged from the growing visibility of local Pride events to the proliferation of gay-straight alliances in high schools. Yet continued battles over legal protections, the still-active Defense of Marriage Act (DOMA, enacted 1996), and persistent social stigmas made visible public celebrations of Pride a vital vehicle for community empowerment. In Philadelphia, Pride commemorations had increasingly become an inclusive affair, drawing larger crowds and corporate sponsors—many of whom are listed in the brochure, reflecting both evolving mainstream acceptance and strategic alliances.

Strategy and Imagery

• Laundry Detergent Play: Capitalizing on the comedic potential of a detergent box design, “Diversity of Pride” linked the act of “coming out” to the normalcy and universality of doing laundry. Bright oranges and yellows conjure images of cleanliness and brightness, symbolizing self-acceptance and community pride.
• Equality Through Visibility: A subheading on the front reads “Equality Through Visibility,” underscoring that Pride is both a celebration and a demonstration. By encouraging LGBTQ individuals to be “out,” the event aimed to transform societal attitudes through everyday presence.
• Maps and Activities: Inside, the fold-out layout details the Pride Parade route beginning at 13th & Locust, leading to a festival at Penn’s Landing, along with times for events like an opening dance party and a Sunday memorial service. Featuring a printed map, photos, and performance lineups, the brochure highlights how Pride extends beyond a single march to a weekend of communal gathering.

Language and Symbolism

• Puns and Slogans: Catchphrases like “Look What’s In The Wash!” and “Get Your Colors Brighter!” liven up the text, using humor to lighten serious themes of identity, unity, and activism.
• Sponsors and Coalition Building: Brands from breweries to media channels are featured, reflecting both the community’s desire for broad-based support and the corporations’ recognition of LGBTQ markets.
• Memorial Service: Notably, the listing of a memorial service acknowledges the continuing loss experienced by LGBTQ communities—particularly in relation to the AIDS crisis—which remained a significant concern in the 1990s.

Impact and Legacy

The event—and its promotional materials—helped amplify the importance of Pride in a city known for its history of cultural diversity. By blending celebration with activism, “Diversity of Pride” reinforced that local Pride gatherings have always been about more than just a parade: they’re a clarion call for acceptance, policy change, and community solidarity.

Today, these retro designs remind us how Pride organizers have long used wit and accessible visuals to reach broader audiences. The 1997 theme’s emphasis on “coming out” as an ordinary, even friendly, act (akin to “doing laundry”) also speaks to the evolution of Pride as both protest and party. Current Pride celebrations build on this history, seeking to preserve the blend of joyous visibility, self-affirmation, and activism at the heart of LGBTQ liberation.

Special thanks to the USC Digital Imaging Lab for their support in digitizing this item.