National Coming Out Day
Take the leap to come out of the closet and be proudly yourself, or get involved to help others take this often scary, important step towards living authentically.
Celebrate authenticity and inclusion by amplifying LGBTQ+ voices and stories, while demonstrating brand values through meaningful support and community engagement.
- Share employee/customer coming-out stories and celebrate living authentically
- Partner with LGBTQ+ creators and influencers for takeovers or collaborative content
- Donate to LGBTQ+ nonprofits and highlight your brand's commitment to safe, inclusive spaces
- Host virtual or in-person events celebrating pride, identity, and community support
Campaign ideas7
- Story-Centered Campaign: Invite LGBTQ+ employees, customers, or community members to share their coming out stories on social media or via a landing page (text, video, or podcast format). Feature them on your channels with permission.
- Limited-Edition Visibility Collection: Launch pride-themed merch, apparel, or products (similar to Nike's Be True or Levi's Pride collections). Pair every sale with a donation to LGBTQ+ nonprofits—aim for substance over spectacle.
- Educational Content Series: Create 5-7 posts sharing LGBTQ+ history, coming out resources, workplace inclusion tips, or highlight LGBTQ+ figures in your industry. Position the brand as an informed ally, not just a celebrator.
- Workplace & Community Safety Pledge: Encourage employees and customers to sign a 'Safe Space Pledge' or wear/share ally badges/ribbons (inspired by the LGBT Network's #WearTheRibbon campaign). Make it visible but optional.
- Nonprofit Partnership & Fundraising: Partner with organizations like the Human Rights Campaign, Trevor Project, or local LGBTQ+ nonprofits. Donate directly or fundraise transparently—avoid tying donations only to product sales.
- Artist Collaboration: Sponsor or commission LGBTQ+ artists to create murals, social content, or limited-edition art (inspired by Keith Haring's iconic NCOD artwork). Feature their stories alongside the art.
- In-Store or Event Activation: Host a local panel, workshop, or support group space on Oct 11. Offer resources, pride pins, and vulnerable conversations—create actual community, not just buzz.
Social angles6
- #NationalComingOutDay spotlight: 'Our story is powerful. Share yours.' Feature real employees/community voices coming out, transitioning, or living authentically. #ComingOutDay #NationalComingOutDay #OwnYourStory
- Ally angle: 'Coming out isn't just for LGBTQ+ folks. Today we're coming out as allies. [Brand], committed to inclusion year-round. #AllyshipInAction #NationalComingOutDay #SafeSpaces'
- Resource angle: 'Need support? HRC, Trevor Project, and [brand] are here. Here's what coming out safely looks like.' Share educational carousel with safety tips, hotlines, and ally resources. #ComingOutResources #NCOD
- Visibility moment: Post reels/videos of team members, customers, or brand ambassadors sharing short coming-out moments or pride statements. Keep it authentic, not performative. #Visibility #AuthenticPride #Oct11
- History + Action: 'Oct 11, 1988—the first NCOD. Today [brand] supports LGBTQ+ rights by [specific commitment]. See how we're showing up year-round. #NCODHistory #LGBTQRights'
- Merchandise callout: 'Your Pride, Our Purpose.' Show limited-edition collection with clear statement: 'Proceeds support [specific nonprofit].' Direct, transparent, tangible. #SupportLocal #NCODMerch
Ad copy starters7
“Coming Out Isn't One Day. Being Out Means Everything.”
“Your Truth Deserves to Be Seen. [Brand] Stands With You.”
“Pride Starts With Visibility. Allyship Starts With Action.”
“October 11: Celebrate Courage. Support Year-Round.”
“We're Coming Out as Allies. Real Support. Real Commitment. No Pause Button.”
“Every Story Matters. Especially Yours. Share It.”
“Safe Spaces Aren't Built in Silence. They're Built Together.”
Tips4
- ✓ DEPTH over spectacle: Skip generic rainbow graphics. Feature real people, real stories, and real commitments (donations, policies, partnerships). Consumers see through 'rainbow-washing'—authenticity wins.
- ✓ Plan 4-6 weeks ahead: Start content calendars in August/September. Rushed NCOD campaigns feel inauthentic. Build trust with early, thoughtful announcements.
- ✗ DON'T make it one-day only: October 11 is the spotlight, but allyship is year-round. Mention ongoing programs, nonprofit partnerships, and employee resource groups. Brands that flip-flop confuse customers.
- ✓ Partner with nonprofits transparently: Work with HRC, Trevor Project, LGBT Network, or local orgs. Show exactly where money goes. Pair donations with action (employee volunteering, policy shifts, etc.), not just products.
It all started at… well… let’s be honest it all started pretty much at the dawn of time. Throughout the world people and cultures everywhere have had LGBTQ people in their midst, and in many of them they were openly accepted and embraced as natural, or even sacred people in their cultures. In the last couple hundred years the majority of the world’s leading cultures began to villainize them, growing worse with every passing year.
But in the last few decades all that has begun to change, courageous members of the LGBTQ community fought and worked to help gain their rightful place in the world, accepted as just another person rather than some kind of monster or dangerous pervert. Really, the battle they fight is for something much simpler, the ability to have a safe and normal life enjoying the same liberty as their more socially accepted neighbors.
National Coming Out Day was created by Rob Eichberg and Jean O’Leary as a result of the 500,000 person March on Washington DC for Lesbian and Gay Rights. The experience was enough to vitalize them and lead them to establish this holiday, which encourages all LGBTQ people and their allies to stand proud of who they are and to fight for a more equal tomorrow.
Every year there is a different theme, and so we definitely recommend taking a look at the theme for the current year when it is released. Some of the different themes that there have been include Talk About It, It’s a Family Affair, and Coming Out Still Matters. There are also a lot of events that go on throughout the world. You should be able to find out about the events that are taking place in your local area should you wish to join in with any of them.