Great Love opens hearts

Client: The GREAT Britain & Northern Ireland Campaign (Cabinet Office)

Our brief was to get the Australian LGBTQIA+ community (and beyond), who seek modern, open-minded nations, to consider coming to the UK, by celebrating the diversity of the UK’s flourishing LGBTQIA+ community.

Survey findings revealed that for LGBTQIA+ Australians, the UK offers an important level of acceptance, with 81% believing the UK is inclusive and welcoming. However, the survey also showed that only 9% of Australians believed that all members of the LGBTQIA+ spectrum are recognised and celebrated in the UK’s LGBTQIA+ community.

 As a country that has such rich diversity within our LGBTQIA+ community, we aimed to challenge this misconception and shine a light on the wide range of diverse LGBTQIA+ people who live in the UK.

We did this by harnessing the power of storytelling and creating a rich content campaign, celebrating the full spectrum of LGBTQIA+ communities. We invited queer Brits to be part of our campaign, giving them a platform to open their hearts and share their stories.

We encouraged our storytellers to tell us about a specific object that they felt represented a pivotal moment in their LGBTQIA+ journey, when they felt included, seen and part of a bigger welcoming community. A moment when they realised that their sexuality or gender was a superpower to be celebrated.

This platform created a space for all LGBTQIA+ communities to come together and share their own stories; ultimately celebrating the UK in all its diverse glory and welcoming LGBTQIA+ people from all over the world to join us.