Putting the community back in to Pride

Pride in London

In 2017, Pride in London grew to the biggest it had ever been. But with scale came criticism. Too corporate; abandoning its protest roots; lack of diversity.

In 2018, we worked with the organisation to champion the needs of the LGBTQ+ community, by devising a strategy which would demonstrate why Pride remains as relevant as ever, with real stories from real people at the heart.

Our #PrideMatters campaign hit the news and broadcast agenda, using BAME, Trans and Bi spokespeople to land a diverse narrative with our audiences.

Receiving overwhelming LGBTQ+ community support, this gave Pride in London a platform to respond to the Government’s LGBT Action Plan whilst helping the organisation navigate public criticism from community detractors.

The campaign galvanised widespread engagement from columnists, celebrities, activists, politicians and wider society on why, more than ever, #PrideMatters.