What they want to be known for:
being a leading public platform for championing the rights and experiences of LGBTQ+ people.


The challenge:
demonstrate that Pride still matters, tackling the growing narrative that it has become too corporate and was failing to represent the diversity of the community it serves.

What we did:
Campaign strategy, narrative development, market research, media relations, issues management, and thought leadership.

The results:
We sparked national conversation, from within and outside the LGBTQ+ community: ‘why Pride matters’ was explored on social media and in interviews, on panels and through opinion articles— by the public, politicians, celebrities, community groups, journalists, and activists.

  • Our Pride Matters campaign had a reach of 490 million on social media, and an earned media reach of more than 200 million across national and broadcast news media, regional media, and LGBTQ+ publications.

  • In the weeks leading up to the Parade day, #PrideMatters received 45,700 organic mentions, #PrideinLondon received 11,600.

  • In launch week, #PrideMatters received 100% positive sentiment online. During Pride Month, sentiment of social content remained high at 78% positive.

Pride Week PR