Vandalized Pride Billboard Strengthens Local Group’s Resolve

By the Editorial Team · Monday, June 22, 2026

A billboard promoting Pride in the Pembina Valley was vandalized with spray paint shortly after the area’s first Pride parade, prompting Pembina Valley Pride to reaffirm its support for the local 2SLGBTQIA+ community. The group is deciding whether to replace the damaged sign or extend the campaign, emphasizing the importance of visibility and inclusion despite the setback.

A billboard displaying the message "Pride belongs in the Pembina Valley" was vandalized over the weekend, prompting Pembina Valley Pride to reaffirm its commitment to supporting the local 2SLGBTQIA+ community. The sign, located along Highway 14 east of Boundary Trails Health Centre near Winkler, was discovered defaced with spray paint on Sunday morning after members of the public alerted the organization.

The incident has been reported to the Royal Canadian Mounted Police (RCMP), though Pembina Valley Pride president Pauline Emerson-Froebe indicated the group did not consider it an urgent matter requiring immediate police action. Discussions with law enforcement are expected to take place later this week.

Installed on or about May 25, the billboard was part of a four-week campaign to promote inclusivity and visibility for the region’s 2SLGBTQIA+ community. Following the vandalism, the organization is deliberating whether to replace the sign or extend the campaign into the summer months. Emerson-Froebe emphasized the importance of affirming that Pride is welcome and visible within the Pembina Valley.

The defacement occurred roughly one week after Pembina Valley Pride hosted its inaugural Pride parade in Winkler, marking a significant milestone for the volunteer-run group. Since its inception in 2019, when it organized the first Pride march and rally in Morden, the organization has expanded its presence with events in Altona, Carman, and Winkler.

Emerson-Froebe noted that while the group has faced criticism primarily via social media, direct negative interactions have been limited. She described the vandalism as a source of frustration and sadness but also said it has strengthened the resolve and internal support among members of the 2SLGBTQIA+ community.

“We’re trying to boost each other up every day and also through experiences like this and remind people that yes, you are wanted here and that you’re not alone,” Emerson-Froebe said.

Resources for support are available through Pembina Valley Pride’s website for anyone in the community who may need assistance.

This article was reported by synthesizing coverage from multiple independent news outlets to present a balanced, unbiased account. Read about our editorial standards. Spotted an error? Let us know.