As part of our relationship with The Cabinet Office, we work alongside the GREAT Britain & Northern Ireland campaign (GREAT) to represent the United Kingdom’s culture around the world.

Whilst the UK was one of the first countries to legalise same-sex marriage and the first country to appear at Pride events, the country was seeing a steady decline in being perceived as ‘welcoming and tolerant’, a part of our culture that’s close to the nation’s heart.

We needed to reassure international audiences that they can thrive in the UK, feeling both safe and included.

At WorldPride in Sydney, we harnessed the power of storytelling to show the UK as a place that welcomes everyone – collaborating with a range of queer Brits to discuss when they realised being LGBTQIA+ was one of their greatest strengths.

We used social channels and PR to land our stories, while encouraging participation through user-generated content. We also created a float that was the perfect hub to gather around on the day, redesigning an iconic London Black Cab with Pride messaging and giant light-up hearts featuring the faces of our partners.

After the parade, we hosted events and worked with media platforms to share long-form stories, continuing to encourage audience engagement and participation online.

And our work struck a chord with our target audience. As well as smashing reach and impressions targets, the majority of people who saw the campaign said they were more likely to visit the UK afterwards.