PRIDE IN LONDON
LOVE HAPPENS HERE
A campaign to fight for LGBT+ and make sure that London knows #LoveHappensHere
CELEBRATE AND FIGHT FOR THE COMMUNITY
2017 marked the 50th anniversary of the decriminalisation of homosexuality. To celebrate, Pride was planning its biggest ever event despite reports of rising LGBT+ hate crime in London.
We wanted to talk to all Londoners, not just to the LGBT+ community. We wanted to expose the hate that exists on the streets and then show how together, love can overcome hate.
Our ambitious campaign had two parts. The ‘Hate’ phase of the campaign drew attention to the rising problem of anti-LGBT+ hate crime in London. We used Guerrilla-style fly-posters across the city, a covert take-over of Wi-Fi networks and statistic-led taxi-tops, which all told stories aimed at raising awareness of the ongoing prevalence of prejudice.
In the following ‘Love’ phase we showed London that ‘Love Happens Here.’ Teaming up with over 30 illustrators to create a series of technicolour posters which due to extensive and generous media space donations, flooded London.
We created an interactive map for people to share their stories of love. This was a user-generated content site for people to make their own digital pin and included an interactive digital out of home execution at Westfield.
In an industry first, Pride in London and Channel 4 partnered on a series of LGBT+ programmes, for which we created four LGBT+ themed adverts, each representing different parts of the community. By parade day our digital map of London was covered in our #LoveHappensHere pins.
The campaign was Pride’s most successful to date. It involved all Londoners – from Prime Minister’s Question Time to stories from across the city, we showed that #LoveHappensHere in London.
During the campaign Pride in London achieved over 670m unique impressions. The ‘Love Happens Here’ campaign received over 91k individual mentions and from 2-4pm during the Parade itself, the #LoveHappensHere hashtag was used on average three times every second.