Pride in London
Love Happens Here
Ahead of the 2017 London Pride parade we launched ‘Love Happens Here’, a two-phase multi-media campaign that celebrated love in all its forms.
The first ‘Hate’ phase drew attention to the rising problem of anti-LGBT+ hate crime in London with Guerrilla-style fly-postering across the city, a covert take-over of Wi-Fi networks and statistic-led taxi-tops, all of which told stories aimed to raise awareness of the ongoing prevalence of prejudice.
The second ‘Love’ phase saw the stories of hate crime replaced with ones of love, showing London that ‘Love Happens Here’. We teamed up with over 30 illustrators to create a series of technicolour posters which flooded London, thanks to extensive and generous media space donations. We also created an interactive map for people to share their stories of love, a User Generated Content site for people to make their own #LoveHappensHere pins and an interactive DOOH execution at Westfield. Furthermore, Pride in London and Channel 4 partnered together in an industry first on a series of LGBT+ programming. As part of this we created four adverts and a 90” cinema spot, each representing different parts of the LGBT+ community.
During the campaign period discussions of Pride in London achieved over 670m unique impressions and the #LoveHappensHere campaign achieved over 91k individual mentions. At the peak of mentions, from 2-4pm during the Parade, the #LoveHappensHere hashtag was used 3 times every second.