The NYT puts an interesting twist on its annual Gay Pride coverage with this participative article asking people to write down how they would describe themselves (and their sexual/gender/race identity).

“Tell Us Who You Are” claims the headline — something bold to say when you’re asking such intimate user data in 2019! Anyway the idea is nice, and enhanced by a subtle design that reflects this patchwork of identities.

But there’s more: when you send a message, the page lets you download a custom image that you can share on social media. That’s a well-orchestrated viral content strategy, that lets the NYT lay out its own values.

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