Anomaly and Pride in London launch 2020 campaign with a message of togetherness for the LGBT+ community

Solidarity

Tom Stevens, Director of Marketing, Pride in London said: Pride in London has always been a place where all LGBT+ communities should feel visible and supported, even the most marginalised. Whether online or in-person, it’s critical that we come together and stand up for one another. Our unity is our strength.”

The premise of the You! Me! Us! We! campaign is to produce a platform by LGBT+ communities, for LGBT+ communities. One that will bring people together to fight against the internal divisions that have taken hold, and ensure LGBT+ unity this year and beyond. With Covid-19 ruling out the possibility of a physical coming together, it became imperative to the team that the message of unity was still heard, felt, and acted upon.

Months of parade preparation quickly shifted into focusing on how this message could live and breathe without a core, physical event. In fact, the lack of parade meant that unity within the communities was needed more than ever. If people were not able to physically stand next to one another on the 27th June, it was the team's mission to ensure that long term solidarity and support was clearly activated without room for misinterpretation. 

But whilst additional activations, copy and design were produced to reflect the reality of London life for LGBT+ communities, some things remained consistent. Having committed to hiring a director from the community, using LGBT+ VO artists, and even utilising typography in the OOH that originated from Stonewall posters, it was vital that every single aspect of the campaign was still rooted in activating and inspiring queer allyship.

Representation

“The team at Anomaly and I wanted to represent as many members of the LGBT+ communities as possible within the film. There's definitely still prejudice in LGBT+ communities; places which one might expect to be more inclusive than mainstream society. We felt it was an important responsibility to highlight a true cross-section of the groups - from sexual orientation and gender identity, to age, race and ability. We wanted to hear about the unique experiences the communities have been going through during this time - how the pandemic has divided the communities, and what tools people have been using to feel united.” said Jess Kohl, Director, Prettybird.

Kohl added “I was drawn to the campaign because the topic is very close to my heart. It's a rare opportunity to work on a project talking about issues about which I have experience. I made it my mission to work with an all queer team, which was an amazing experience - from our editor, to our composer, to our DP - it felt really special to work with talented people, all contributing to a conversation that we could relate to.”

A true 360 campaign, encompassing AV, OOH, social, audio and print, the new campaign explains and shows the importance of queer allyship. LGBT+ communities currently face issues of internal division between different identities, which at times can stop people feeling welcome, valid and included.