Pride in London: advert-top-1 by Pride in London

As part of its Pride Matters campaign, the community interest group has been asking people what Pride means to them ahead of the official parade on July 7.

For the first time, the artwork and delivery was managed by the in-house agency of volunteers who brought together 16 community groups and its top six brand partners to show off what Pride means to them by ‘marching’ in front of a green screen earlier this year.

In total over 150 people were involved, ranging from from trans, bi, religious, sporting, youth, older groups, brand partners, the emergency services and even the Navy.