The challenge.

Each year, Pride in London changes its theme to reflect significant issues facing the LGBTQ+ community. The challenge was to create and execute a new theme effectively.

The strategy.

Research showed that over half of LGBTQ+ people in London had experienced hate crime in the previous year, a shocking statistic that most Londoners weren’t aware of. We needed to raise awareness of this reality.

The solution.

Real experiences of hate within the LGBTQ+ community were collected and showcased through a location pin motif on unbranded posters. These were strategically placed at the sites where the incidents occurred, aiming to raise awareness among Londoners about the issues happening in their neighbourhoods. After illuminating these acts of hate, the campaign emphasised that love will always triumph.

What we did.

The aim was to allow London to demonstrate that Love Happens Here. Real stories of LGBTQ+ love, contributed by the community and allies, were transformed into beautifully illustrated posters crafted by over 40 talented artists. This powerful message was shared across buses, shops, t-shirts, coffee cups, and even interactive billboards that responded to expressions of love.

The Love Happens Here heart logo, inspired by a location pin, led to the creation of a Google Map marking each heartfelt story in its respective location.

The results.

Through official sponsors, independent brands, and the public, Love Happens Here was brought to life across London. At its peak, the hashtag #LoveHappensHere was used three times every second, reaching an audience of 244 million people.

Jeremy Corbyn and his shadow cabinet sported Love Happens Here pins in Parliament, while merchandise sold out, generating essential funds for Pride in London. The project received extensive coverage in the national press and garnered awards at the Creative Circle, Kinsale, and British Arrow awards.