Skittles is on a mission to make 2SLGBTQ+ symbols more permanent and visible in communities across Canada as part of its Pride month celebration. 

The candy brand’s recently launched “Ink the Rainbow” campaign, running through the summer, brings the rainbow to life through social media and OOH advertising, temporary tattoos and the restoration of rainbow crosswalks. 

This weekend, at the culmination of Pride month, Skittles and Tattour mobile tattoo studio will offer rainbow-inspired temporary tattoos at Toronto’s Sankofa Square. For every tattoo distributed, Skittles will donate $1 to restore rainbow crosswalks nationwide with the help of Travis Myers, creator of “the world’s longest rainbow road” in Toronto last year.

Myers will work directly with local municipalities and communities to identify locations where restorations will have the greatest impact, beginning with restorations in Sudbury and Sault Ste. Marie, Ontario. Skittles is donating $15,000 toward the efforts. 

“Skittles has a proud history of supporting the 2SLGBTQ+ community through meaningful Pride initiatives. With ‘Ink the Rainbow’ we’re taking that commitment a step further by helping preserve the symbols that matter most,” Patrick Zeng, marketing director of Skittles Canada, said in a news release.

“This campaign is about creating lasting visibility, fostering inclusion and ensuring Pride has a permanent place in our communities.”

Skittles is partnering with 2SLGBTQ+ influencers to share their experiences from this weekend’s Skittles x Pride activation across TikTok, and extending the campaign beyond the platform with an Out of Phone digital OOH board at Sankofa Square. 

Skittles is also running targeted in-feed ads, starting this week and through July 12, to maintain engagement and amplify the company’s commitment to creating inclusive spaces for the 2SLGBTQ+ community.

Media for the campaign was handled by EssenceMediaCom with Middle Child managing public relations.