Incredible short films will air on Channel 4
Pride In London will air its first ever TV adverts on Channel 4 this summer for a trailblazing new campaign.
As part of a special partnership between the two organizations, the short films will focus on once-homophobic relatives of LGBTIs, voicing their regret over the loss of their relationship.
They will air to coincide with the festival, taking place from 24 June until 6 July. To watch the videos, scroll down through this article.
They’ll also coincide with a special season of programs on Channel 4, marking the anniversary of the the Sexual Offences Act 1967.
This was the first piece of legislation to partially decriminalised homosexuality in Britain.
Comprised of four 30-second shorts, the clips spotlight the mothers, fathers and siblings of gay, lesbian, bi and trans people.
A special 60-second version joins the four adverts together. Meanwhile, a 90-second version will run across cinemas during the campaign period.
Ad agency WRCS created the films.
Pride in London will climax with the annual march in the capital on Saturday 8 July.
On the day, 50 special guests and supporters of LGBTI community will take over all continuity announcements on all of the broadcaster’s channels, including Channel 4, All 4 and More 4.
They will include the likes of Ollie Locke, Stephen K Amos and also Asifa Lahore.
To reflect the LGBTI flag, Channel 4’s iconic blocks will also be made over in rainbow colours for the campaign.
Pride in London’s Iain Walters said: ‘Partnering with Channel 4 for this LGBT+ season is an incredible opportunity to showcase the diversity of our community. We have come a long way in 50 years, yet we face daily reminders that the global battle for true equality is far from over, and rights hard won can be threatened, attacked and taken away.
He furthermore added: ‘Standing together with Channel 4, we will send a powerful and positive symbol of acceptance, support and friendship.’
Finally, Jonni Learoyd, Chair of 4Pride at Channel 4, added:
‘Channel 4 is thrilled to support this fantastic partnership which will send a positive and inclusive message of love and acceptance from across the UK.
‘Channel 4 is proud to reflect its incredible and diverse audience. This partnership, together with our season of LGBT+ programming, will continue to educate, inspire and engage. Love Happens Here.’
For more information, visit the Pride in London website.