Manchester Pride is one of the world’s leading LGBTQ+ movements, running every year since 1985 — pandemic withstanding! What may be less known about the organisation is their efforts to enhance the rights of the LGBTQ+ movement outside the pride event itself. As a predominantly LGBTQ+ founded and run agency, we jumped at the chance to work with Manchester Pride to deliver their #iChooseKindness campaign, focusing on the continued abuse that the community faces even in a liberal city such as Manchester. This ad campaign was promoted across the city, bringing awareness to the need for continued pressure and change.
Our solution was to create a brand identity for the campaign, as well as ad creative that was featured on prominent advertising boards across the city centre. Rather than hiding away from the abuse, we made these hurtful words the centrepiece of the campaign, to highlight explicitly the insults and prejudices that LGBTQ+ people still face. We used striking photography to give a human connection to the campaign. We were proud that many members of the Manchester community displayed our campaign in their shop windows and endorsed the campaign.
The result was a striking, no-holds barred ad campaign that garnered international press and support from key members of the Manchester community, such as Mayor of Manchester, Andy Burnham. We have never been happier to work on such an important campaign.