A campaign to fight for LGBT+ and show London that #LoveHappensHere

2017 marked the 50th anniversary of the decimalisation of homosexuality. To celebrate, Pride was planning its biggest ever event. Amongst reports of rising LGBT+ hate crime in London, our challenge was to build a campaign that didn’t just celebrate the community but fought for it.

Like Comment

CHALLENGE

2017 marked the 50th anniversary of the decimalisation of homosexuality. To celebrate, Pride was planning its biggest ever event. Amongst reports of rising LGBT+ hate crime in London, our challenge was to build a campaign that didn’t just celebrate the community but fought for it. 


SOLUTION

Our campaign was ambitious. 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.
We used real stories of hate to show the scale of the problem. Then we replaced them with love. 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.
The following ‘Love’ phase saw these stories of hate replaced by stories of love. We showed London that ‘Love Happens Here.’ We teamed up with over 30 illustrators to create a series of technicolour posters which, due to extensive and generous media space donations, literally flooded London. There was also an interactive map for people to share their stories of love, a user-generated content site for people to make their own pin and 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. On Parade day London was covered in our #LoveHappensHere pin.


IMPACT

The campaign was Pride’s most successful to date. It involved all Londoners – from Prime Ministers 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 mention and from 2-4pm during the Parade itself, the #LoveHappensHere hashtag was used on average 3x every second.


ENGINE

ENGINE is a Future company. We see the world as divided into those who are disrupting and those who are being disrupted. In the connected age technology is changing the relationship between brands and consumers; the ubiquity of mobile devices, always on connectivity, and direct access to brands and their products, services, and support has redefined what we expect and how we want to engage with them. So we’ve built a company to help both sides of the divide. We are a full stack consultancy, technology, insight, data, brand and experience, and advertising and communications company.

No comments yet.