#PrideMatters

Pride in London

The gains made by our country’s LGBT+ communities are contrasted with the issues that must still be tackled in our new advertising campaign for Pride in London.

At the heart of our campaign is a two-minute film that serves to highlight the array of challenges this diverse community still faces. The film starts with a young man sitting in his bedsit, having flashbacks to an attack. In spite of the painful wounds and memories, he starts to sing a raw but warm version of ‘Somewhere Over The Rainbow’. The film then moves across different scenarios experienced by the community, all singing a line from the song.

It is backed by three 20-second versions running across social, print ads running in Shortlist and the Financial Times, as well as online ads on the Telegraph website. On the day of the Pride march, the campaign takes over the giant screen at Piccadilly Circus.

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