Mercado Livre Is Ensuring Brazil’s Pride Parade Still Happens—on Instagram

The Latin American ecommerce platform is sponsoring a virtual event with Gloria Groove

A photo of Gloria Groove over streets
Gloria Groove, Brazilian singer, songwriter and activist, is creating a music video for the campaign. Mercado Livre, Gloria Groove

The risk associated with big, crowded events in the era of Covid-19 has meant that LGBTQ Pride Month is looking significantly different this year. Rather than colorful, energetic parades taking over city streets around the planet, the celebrations—like everything else—have largely shifted online.

@klundster Kathryn Lundstrom is Adweek's breaking news reporter based in Austin.