Evoca­tive ad cre­ative to sup­port Man­ches­ter Pride’s #ichoosekind­ness campaign.

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.