Pride in London recruits TMW for annual campaigns

dress-up-gac9ebd3b9_1280Pride in London, the annual LGBTQIA+ pride festival and parade held each summer in London has appointed TMW Unlimited to handle the annual campaigns that coincide with each year’s parade, as well as providing strategic and creative support throughout the year.

The objective of all communications will be to champion LGBTQIA+ voices and raise awareness of issues and challenges affecting these communities.

TMW Unlimited will work in tandem with Pride in London’s marketing team, media partners, and production partners Getty Images and My Genderation, to bring the campaigns to life across several channels, including out of home locations across London, digital, social, influencer, radio and press.

Previously, creative and media related activity was undertaken by WPP Unite and, prior to that, Anomaly.

Unlimited’s Human Understanding Lab will be used to measure the impact of the campaign as well as inform agency work and drive the biggest impacts in behaviour change campaigns.

Over 1.5 million people attended last year’s parade, which was the 50-year anniversary of the original march. It was accompanied by the #AllOurPride campaign which highlighted the links between the last five decades of activism with the current achievements and struggles of the LGBTQIA+ community.

With its 2023 campaign, Pride in London and TMW Unlimited will focus on celebrating trans allyship at this year’s march, which will be held on July 1 2023.

Pride in London group strategy director Asad Shaykh said: “We were blown away by TMW Unlimited’s response to our pitch brief, and we can’t wait to see it be brought to life. Their creative capabilities, combined with their expertise in human understanding, makes them the perfect partner to support us on the next phase of Pride in London.

“Last year was an incredible celebration of 50 years of Pride and the pioneers who made it happen, but we now want to shift the priority from reflection to reaction, and highlight the contemporary struggles of our trans siblings.”

TMW Unlimited chief executive Chris Mellish added: “This is a dream brief for us. It’s an honour to have the opportunity to create behaviour change work that can tangibly improve people’s lives.

“We want to create something remarkable that makes a difference for a community that needs and deserves support. Our shared ambition is to channel the spirit that has defined Pride in London for the last 50 years to create a platform for those who need it most.”

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