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