“Take Pride In Your TUSHY” LGBTQ+ Campaign 2026

TUSHY has always resonated with the LGBTQ+ community, gay men especially, given the community’s focus on butt cleanliness, health and sexual preparedness. But it had been a while since the brand ran a real Pride campaign to show support for that community.

The brand message was simple but meaningful: "Take Pride in Your TUSHY." It’s a double meaning that ties the community, the product and the feeling you get after using a bidet into one line. No slapped-on rainbow logo or vague “love is love” message. This was about the thing we make, for a community that genuinely uses it.

We partnered with GAYLETTER, the New York queer culture magazine and newsletter (453K total audience), as our distribution and production partner. GAYLETTER shot authentic LGBTQ+ butt portraits, which became 210 jumbo 72x48 wildposters across Hell’s Kitchen, Chelsea, Bushwick and Williamsburg. They went up in flights the week before the NYC Pride Parade.

On social, a series of vignettes on all the campaign subjects ran throughout June, introducing the faces behind the butts with hero carousels and BTS interview reels. On Pride parade day, a street team handed out TUSHY Travel bidets and tank tops reading “Will Bottom for a Bidet” and “Pride Looks Good From Behind”, while we captured man-on-the-street content asking revelers intimate LGBT "wipe or wash" questions.