Black Lives Matter got attention, but did its Pride tactics hurt or help its cause?

Black Lives Matter Toronto grabbedmuch of the mediaspotlight on the weekend by staging a 30-minute disruption of the Pride parade and issuing a set of demands to organizers, including barring police floats and booths from future events.

While people continue to debate whether the group's actions were justified, what may bemore important to the organizationis whether itssit-in protestultimatelyhurt or helped itscause.

• Black Lives Matter defends call to bar police floats from Pride
• This gay Toronto cop sent an open letter to Pride Toronto about the protest

"Ithink,in at least the short term, it helps thembecauseit makes them relevant," saidToronto-based branding expertAndrisPone."Whether you like what they did or not, it was highly effective."

"It's difficult todenywhattheydid was very successfulintermsof raising awareness."

Most Canadians were likely unaware of Black Lives Matter Toronto's activitiesbefore the Pride protest, Pone said. But he cautioned that the group maywant to temper itsactions in the future,because over time, people may tireof such disruptions.

Black Lives Matter Torontohas hailed itsprotest a success. Ithadbeen invited to participate in the parade and given the status of Honoured Group. But at one point during the procession, its members staged a peaceful sit-in, forcing the event to come to a standstill for 30 minutes.

The organization issued a list of demands, including better representation of black gay individuals inPride Toronto staffing and hiring and a commitment to continued space, funding and logistical support for black gay youth.

Most controversially, the group demanded all police floats and booths be banned from Pride marches and parades.

Organizers agreed to thedemands and the parade resumed, although on Monday, thehead of Pride Toronto backtracked on the police ultimatum, saying he just signed the agreement on Sundayto get the parade moving and that organizers won't be told who can join the event.

'Overplayed their hand'

And it was this demand aboutpolice participationthat may have been a step too far, saidToronto-based political strategistMarcel Wieder.

"In terms of raising concerns about their ownparticipationin Prideactivities,Ithink theyachieved that,"he said. "Had they just stuck to that, I think they would have received a sympathetic ear and they could move on.

"But they overplayed their hand and went after the police community and that's where they did themselves a bit of a disservice."

By insisting that police no longer take part in the event, Black Lives Matter Toronto disenfranchised black and gay police officers, Wieder said.

Such a ban would also derail some ofthe productiverelationship-building betweenpolice and the gay community that has developed overthe years, he said.

• Black Lives Matter Toronto defends move that delayed Pride parade
• Black Lives Matter Toronto stalls Pride parade

Setting aside the police ban demand, Wiedersaidthe protestwas effective inattracting mediaattention to the group'scause and providinga forum to amplify its message to a much larger audience.

MeganBoler, a social justice education professor at the Universityof Toronto's Ontario Institute for Studies in Education, said the fact the protest"brought politics back into the Pride parade" is a "huge win."

"I think it will be good for their cause because it's opened a conversation nowabout the police being part of the parade," she said.

More importantly, she said, it's raised the importantissue of the fractious relationships between the police and different communities in the city.

ButRandiRahamim, a principal at theToronto-based communications firmNavigatorLtd., said she believesmost people will view the tactics of Black Lives Matter Toronto hijacking the event ofanother group that has alsobeen marginalized in society as completely unreasonable.

'What do politicians care about?'

"They've always used these kind ofprovocativetactics, notonlyto raiseawarenessof their cause but to achieve results," she said."They are achieving results for theirowngroupand their owninterestsand to that end they've beensuccessful."

Earlier this year,members of the group staged weeks-longprotestsat Toronto police headquarters and also went tothehome of Ontario Premier KathleenWynne. The premiereventuallyagreed to meet with the organization.

However, Rahamim said when it comes to effecting long-term change, Black Lives Matter Toronto needs to get the larger public on board and understanding the challenges the black communityfaces.

"And tothatend,thesetypes of,what some peopleperceiveas radical moves,don'twin overpublicopinion. So Ithinkthey're onlygoingto be effective to a point," she said.

"Ultimately, what do politicians care about?They care about public opinionand until this becomes a mass issue for the broader public, I don'tthinkthey will achieve the significantresults they're looking for."

• Black Lives Matter defends call to bar police floats from Pride
• This gay Toronto cop sent an open letter to Pride Toronto about the protest