Loud music, laughter and an undeniable undercurrent of solidarity swept down Duckworth Street in St. John's Sunday afternoon as the city's annual Pride Parade drew thousands of revelers, activists and community members.

Kailey Rice came for a good time, but also for moral support: She's seen far too many of her friends become targets because of their sexuality or gender expression.

"It's not fair," Rice said. "It shouldn't matter who you love."

That's why Rice and fellow merrymaker Diamond Fleming say they braved the chilly weather to join the rowdy crowd. 

"All you feel is love," Rice said.

"Compliments galore. Everyone's saying 'you're beautiful,' everyone's saying 'you look amazing in rainbow.' It's so supportive."

Fleming said the number of parents offering free hugs to anyone whose parents may not have shown them support struck her as heartwarming.

"A lot of people unfortunately are getting thrown out ... and torn down by their parents, and it's just nice to see that other parents are supportive of other people's kids and not just their own," Fleming said.

Organizers estimate 5,000 people descended on the downtown to watch or take part in the march, with an after party carrying on in Bannerman Park into the evening.

Mayor Danny Breen, Premier Dwight Ball and Opposition leader Ches Crosbie were on hand for the flag raising ceremony at St. John's City Hall, which kicked off the parade around noon.