Coinciding with celebrations across the country, London's Pride parade will take place on 8 July, and to mark the occasion organisers have unveiled a full-scale campaign celebrating love in all its forms.
Created for Pride in London by WCRS, the 'Love Happens Here' campaign centres around several LGBT-themed ads directed by Fred Scott which will appear exclusively on Channel 4 during a special season of programming designed to mark 50 years since parliament first voted to legalise homosexuality.
The hero video at the centre of the campaign has stitched together apologies from individuals who have lost a relationship with a loved one due to not accepting their sexuality, showing it's never too late to say sorry.
The multimedia campaign from WCRS has been running in two phases, the first was focused on 'Hate', and used guerilla posters to draw attention to the rising problem of LGBT+ hate crime, while the second phase focuses on 'Love'.
From today, a multimedia campaign will see OOH sites across the capital filled with stories of love which have been sourced from members of the LGBT+ community. Their experiences have been crafted into beautiful illustrations by a network of more than 30 artists who dedicated their time for free to the campaign.
To spread the love even further, Pride in London is calling on Londoners to contribute to the campaign by sharing their own stories here.
Alison Camps, co-chairman of Pride in London, said: "At a time when anti-LGBT+ hate crime continues to rise in London, it’s vital that we highlight this problem and encourage all those affected to report it to the Met police.
But, crucially, this campaign also allows us to look forward with hope, telling the incredible stories of love that make London the thriving and welcoming city we all know."
The 'Love Happens Here' prints will also be available from the Tate as part of their Queer Britain season, click on the link below to view a selection along with the campaign videos.