PRIDE LONDON
#NOFILTER
We reframed the popular NoFilter hashtag and used it to empower the LGBT+ community.
Background
In the weeks leading up to Pride, we went on a mission to fill London with ‘NoFilter’ content – showing the LGBT+ community and the general public how much better life can be when you live it with NoFilter. Despite minimal media spend and a minuscule production budget, we succeeded in cementing the NoFilter hashtag into the public consciousness.
The manifesto film earned 81 million impressions online and also ran on MTV and ITV. Digital escalator panels and posters on the tube showed different people living life with NoFilter, while an immersive installation at Westfield allowed passers-by to listen to different people’s NoFilter moments through sound shower technology.
During the two weeks of the campaign we had 53k separate conversations about it online. These mentions were mostly in the UK (as we might expect) but the campaign has had genuine global impact – particularly with discussions in the US. Overall, the campaign hashtag has had 241m earned impressions.
CASESTUDY
PRIDE LONDON
DON’T LEAVE IT UNSAID
How do you inspire families of the LGBT+ community to reconcile their differences?
Background
For our second year working on Pride London, and as part of Prides ‘Love Happens Here campaign’ we focused our efforts on a series of films to drive reconciliation. Every year thousands of families and friendships are broken apart due to a lack of understanding and tolerance towards the LGBT+ community.
Each film was taken from a real story, played by an actor to protect their anonymity.
FILMS
British Arrows / Best integrated campaign (Bronze) • British Arrows / Best charity & public service campaign (Finalist) • British Arrows / Best UK campaign / The John Webster Award (Finalist) • Kinsale Sharks / Best integrated campaign (Bronze) • Creative Circle / Best integrated campaign (Silver) • Creative Circle / Best PR led idea (Silver) • The Drum Marketing Can Change The World Awards / Best campaign (Winner)