Pride in London has been postponed to 2021 but a campaign for the event is still going ahead this month, in the first work for the movement from Anomaly London since it was appointed agency of record last year.
The campaign features the tagline "You! Me! Us! We!" and includes a film in which members of the London LGBT+ community speak out about their experiences during the pandemic and how important Pride is to them. In a bid to encourage the different groups from the Pride community to support each other, it features a diverse selection of people, from a drag queen to a transgender person to a gay couple self-isolating together during lockdown. It ends with the message "Postponed, but still united."
The film was shot by contributors themselves over two days as 16mm portraits, and directed via Zoom by Prettybird's Jess Kohl.
“The team at Anomaly and I wanted to represent as many members of the LGBT+ communities as possible within the film,” said Kohl in a statement. “There's definitely still prejudice in LGBT+ communities; places which one might expect to be more inclusive than mainstream society. We felt it was an important responsibility to highlight a true cross-section of the groups—from sexual orientation and gender identity, to age, race and ability. We wanted to hear about the unique experiences the communities have been going through during this time—how the pandemic has divided the communities, and what tools people have been using to feel united. ”
As well as the film, the wider campaign includes radio ads and out-of-home, all aiming to highlight the theme of unity.