Japan remains the only G7 country where same-sex marriage is still not legalized. 
However, a staggering 92% of Gen Z are in support of marriage equality. 
Yet their voices remained unheard. 
The biggest reason for this political stagnation was the silence of young people.

 

To transform that silence into action, TBWA\HAKUHODO and Spotify Japan launched PRIDE CODE — a digital petition system powered by voice.

 

Every signature was converted into a unique Spotify Code. When scanned, each code would connect listeners to podcasts featuring queer voices sharing their real experiences and views on LGBTQAI+ issues. The campaign kicked off at Tokyo Rainbow Pride and expanded through outdoor activations, inspiring young people to better understand diversity — and to make their voices heard by the government.

 

As a petition movement that truly captured Gen Z’s attention, PRIDE CODE turned social awareness into real political engagement. 
The signatures were officially submitted to the government, marking a powerful step forward in Japan’s equality movement.