A campaign that tells the story of the many reasons people come to Pride in London, with their voices and messages.


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London’s LGBT+ community is broad and diverse, and everyone has their own reason for going to Pride, which is why this year’s Pride in London campaign asks why Pride Matters.

We wanted to share some of the amazing and inspiring reasons people come to our parade, and so this year we are using our advertising to tell these stories to millions of Londoners.

The Community Parade Campaign, which features 16 community groups and six brand partners marching, walking, dancing, moonwalking and cartwheeling, will appear on screens on the Tube network, in shopping centres, gyms, cinemas and on massive roadside sites and impossible to miss.

The campaign features trans, bi, sporting and religious groups, groups made up of older LGBT+ people, youth groups, the Emergency Services and even the Navy. Each group and partner has shared with us their reason for going to Pride, messages which feature across the campaign.


In total 172 people feature in the campaign representing the Royal Navy, the Emergency Services, Imaan, KESHETUK, Christians at Pride, TransPALS, BiPride UK, Biscuit, Opening Doors London, Metro Charity, Diversity Role Models, Pride in STEM, London Lesbian Kickabout, London Royal Hockey, Kings Cross Steelers and the Food Chain. Each community group in the campaign have an media presence that it would cost  £68,000 to buy. This is all possible due to the incredible support of our media partners who have all donated space for free. 

The Community Parade Campaign has been conceived and delivered by Pride in London’s in-house brand and creative team, with production by production company The Kitchen

The campaign will be seen on over 1000 screens and sites across London for two weeks and is a celebration of the people who make Pride in London so special, giving them and their reason for going to Pride a voice and a platform this summer.



The Pride Matters Community Parade campaign was shot across two days at London Studios generously donated by ITV Pride and The London Studios. We spoke to every groups after they’d been in front of the cameras to ask them about their day, what their favourite memories of Pride are, and why Pride matters to them.


All the advertising space featuring this campaign has been generously provided by outdoor media companies. Thank you to 8 Outdoor Media, AdMedia, Boomerang, Clear Channel, ECN UK, Exterion Media, inLink UK, Kong Outdoor, Landsec, Ocean Outdoor, Outdoor Plus, Primesight, Taxi Media.



As well as the huge out of home campaign, millions will see the campaign on Facebook in our first ever creative mapped across out of home and digital. Thanks to a partnership with Facebook and their creative shop, the 17 community groups will be seen by millions nationwide in ads and Instagram stories.