1/1/2025
We’re thrilled to share that our campaign for Channel Islands Pride 2023 was a finalist at the European Diversity Awards 2024 for Best Marketing Campaign, up against some huge players such as European Parliament, Ogilvy and Adidas.
This one means a lot.
Because this campaign wasn’t just about Pride – it was about representation.
Pride had an inclusivity problem. Too many campaigns still showed the same faces, the same stories. So we set out to change that. Our “Show Your Pride” campaign did away with pastiche representation of cis, gay, white men wearing rainbows and glitter beards, and instead shifted the focus to the other letters represented by LGBTQ+.
From a bisexual politician to a transmasculine model, a disabled Pride committee member, and even our local Salvation Army allies – all photographed as their boldest, most authentic selves.
We also asked each of our model to share advice to their younger selves,
The result? The biggest and most diverse Pride the islands have ever seen. Attendance soared by 25%, and 43% of attendees were celebrating Pride for the first time.
To see that work recognised on a European stage feels huge – not just for us, but for every person who said yes to being visible, vulnerable and proud.
💜 Thank you to Liberate, our creative team, and everyone who stood in front of the camera (and behind it). You made this possible.
Because when creativity celebrates everyone, everyone shows up.
Read the creative case study here
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