Pride in London has worked alongside its creative agency Anomaly on a campaign that stars some of London's LGBT+ residents, and encourages communication between the LGBT+ community and its allies in light of this year's parade cancellation.
2020 was set to be a big year for Pride in London, after appointing Anomaly as its creative agency in December last year. The annual event had also made commitments to tackling sustainability at its march, and striking the delicate balance between party and protest across the parade.
But with many major events cancelled until at least 2021, Pride in London has sought out alternative ways to mark the day that honours the LGBT+ community and its histories.
It has worked alongside Anomaly to develop the campaign that speaks to the LGBT+ community and allies and serves as a reminder to reach out, educate and support one another.
The ad highlights the experiences of an array of queer Londoners, who speak candidly about their relationship with Pride, how they have been affected by its cancellation, as well as the impact of the Covid-19 pandemic on the community.
Pride in London's head of marketing, Tom Stevens, said: “You! Me! Us! We! is a rallying cry for us all to come together and unite as a community, ensuring that every LGBT+ person feels included, valid and celebrated, regardless of who they are or how they identify.
“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.”
Elsewhere, other organisations such as digital publisher PinkNews are hoping to retain a sense of camaraderie within the community by announcing a free programme of digital content under the banner 'Pride for All.'
As Pride in London's ad shows, the coronavirus pandemic has had a direct impact on the LGBT+ community and the cancellation of Pride will come as a blow to many. To ensure the community feels supported at this difficult time, Pride in London closes its campaign with a call to action.
During the month of June, the LGBT+ community and its allies can commit to an act of allyship, with the aim to reach 30,000, the number of people who would have marched on Pride, by the end of the month.