Pride in London shows what it means to communities in digital OOH campaign

Pride in London has launched its out of home creative to be shown on billboards across London. The 'Why Pride Matters to Our Community' campaign sees 150 people from across the LGBTQ+ community marching across screens and up the escalator of tube stations sharing their story of what pride means to them.

The launch follows the charities first ad from BMB, which shows how far London has come to understanding LGBTQ+ but also how far there is to go. Creative by in-house volunteers, the digital OOH creative follows the same theme with an uplifting message about how the annual parade has helped change and improve the lives of those involved.

Speaking of creating the campaign, Iain Walters, director of marketing at Pride London said: “I am lucky enough to meet the hundreds of community groups that take part in our parade and hear their inspiring stories. This campaign is designed to share these with the whole of London.”

The ad sees over 16 different community groups and six brand partners including the Royal Navy, Metro, Opening Doors London and many others of different gender identities, sexualities, race and age marching and dancing across the screen. Making the campaign on a low budget, the charity was provided space from London Studios and ITV Pride, with direction from The Kitchen.

It will be shared across 1000 screens in the UK, with space offered from the likes of 8 Outdoor Media, Clear Channel and Exterion Media to name a few and will be seen in tube stations. It will also be on the screens at Picadilly Circus, who has provided free space for Pride in London during the march with the help of Landsec and Ocean Outdoor.

Jonathan Everaere, head of media at Pride in London said: “OOH is a medium that cannot be avoided. This is the perfect platform for Community Groups to share their messages of hope and tolerance”.

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