Pride in London is celebrating 50 years of marches in the city in this year's campaign, which was created by an entirely LGBTQ+ creative team.

The effort, titled "#AllOurPride," kicks off this week ahead of the London march on July 2.  The campaign features rainbow-colored graphics integrated into black and white archive images from historical collections, spotlighting marches from the past five decades to represent LGBTQ+ voices from every era.

“The iconic LGBTQ+ individuals in our campaign represent the unique span of our communities living, protesting, and thriving in our incredible capital city,” said Asad Shaykh, the director of marcomms for Pride in London, who is also joint head of strategy at Grey London, in a statement. “We are honored to weave these lived moments from the past 50 years that bring the movement into the present, blending queer joy and protest into a historic campaign, powered entirely with LGBT+ creativity for this year’s momentous Pride.”

The campaign, which will include billboards and digital out of home on London's transport system as well as paid social media, was created by an entirely LGBTQ+ team at WPP Unite, the LGBTQ+ community within WPP. 

“Our approach for developing the campaign was as important as delivering the campaign itself,” added David Adamson, WPP Unite founder and co-chair. “Any LGBT+ creative from any WPP agency was invited to come up with the idea, and we built an entirely LGBT+ team from across our agencies to build and deliver it.," he said. "At this scale, it’s an industry first. Everyone who has touched the campaign from creative, strategists, designers, media buyers to PR is from the LGBT+ community and poured their genuine experiences and opinions of pride into its creation.”

In the run-up to the march, the campaign will also debut a manifesto film, co-written by people representing every letter in LGBT. It will air in locations including the Piccadilly Circus digital screens.