For Pride 2017, Lyft highlighted the story of the first LGBTQ+ rights protest that helped spark a nationwide movement. We collaborated with critically acclaimed documentary filmmaker Cheryl Dunn to tell the story of Alexei Romanoff and the Black Cat Tavern Protest of 1967. The full Pride campaign included an integration with Lyft's Round Up & Donate feature, allowing passengers to donate to the Human Rights Campaign with each ride. Additionally, a printed zine featuring LA's current LGBTQ+ activists was placed in Lyft cars during Pride weekend.