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Pride in London to celebrate life with #nofilter

20 April 2016

#nofilter is the theme of our 2016 campaign (Photograph: Pride in London)

Pride in London today announced the theme of its 2016 campaign, inviting London's LGBT+ community and straight allies to stand together to celebrate and work for the extension of the freedom for people everywhere to live with #nofilter. The campaign is based on themes suggested by the community in an open survey in the autumn of 2015.

Thanks to the support of outdoor media owner Exterion Media, advertising agency WCRS and other sponsors, Pride in London is able again this year to promote LGBT+ equality across the whole of the capital. Advertising will appear at sites across the city in June featuring people from every part of the community.

Starting today, social media users can be part of the campaign, posting their pictures with #nofilter to show the world the wonderful diversity of the LGBT+ community.

"Standing together, supporting each other to be fully ourselves, to live freely and openly, we can build a world with #nofilter. Our shared courage creates freedom. It's time to show the world how Londoners live with #nofilter and give others the strength to do the same."
Alison Camps, Director of Marketing at Pride in London

"We are very proud to support Pride in London's campaign again this year across our network of digital screens. Past campaigns have been award-winners that have contributed to changing attitudes towards the LGBT+ community and had an impact far beyond this city."
Dan Cresta, Director of Partnerships at Exterion Media

"You’ve heard of life imitating art right? Well this is art imitating hashtags. #nofilter is all about bringing the popular tag to life, Pride this year is all about living life without any filters. This is something we’re massively excited about; taking something existing and appropriating it for London’s biggest free event. My enthusiasm for this project has #nofilter."
Ross Neil, Executive Creative Director at WCRS

  • Notes for editors

    About Pride in London:

    Pride in London is a week-long festival, from 13 to 26 June 2016, celebrating all aspects of the LGBT+ community. In 2015 one million people came to Pride in London and over 40,000 people joined the annual Parade, which is the city’s biggest one-day event and one of the world’s biggest LGBT+ celebrations. This year’s Parade takes place on Saturday, 25th June, alongside entertainment and campaigning in Trafalgar Square and Soho.

    Since 2014, Pride in London has also mounted social media, PR and advertising campaigns bringing the Pride campaign for LGBT+ equality to massive audiences. #Freedomto in 2014 and #PrideHeroes in 2015 reached hundreds of millions through traditional and new media channels, providing a platform for the community to campaign together to change attitudes towards LGBT+ people.

    Pride in London is a Community Interest Company run entirely by volunteers. The Board of Pride in London is advised by the independent Community Advisory Board.

    For more information contact:

    Alison Camps, Marketing Director
    M: +44-7980-790-293

    About WCRS:

    WCRS is a creative agency, combining over 35 years of brand building expertise with the ability to execute ideas in any channel. The agency’s focus is to create work people care about. In whatever form that takes. Developing ideas everywhere from TV to Twitter, online to mobile, games to music downloads. To find out more about WCRS, visit WCRS is part of Engine, the UK's largest and fastest growing independent communications company, with office locations including London, New York, San Francisco and Shanghai.

    For more information contact:

    Olenka Lawrenson, Marketing Director
    T: +44-203-128-8005 / M: +44-7974-178-985

    About Exterion Media:

    Exterion Media is a leading Out of Home media owner in the UK. Exterion Media's vision is to be number one in engaging urban audiences across the UK; shaping the future of the market by delivering quality insights, providing operational excellence and building meaningful relationships across all aspects of business.

    For more information contact:

    Rebecca Mitchell

    T: +44-207-428-2884

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