Pride is Everything
Too often, Pride gets reduced to a handful of familiar images. A parade. A flag. A moment in June. But queer life is infinitely bigger than that. And at a time when queer communities are increasingly being spoken about, we wanted to hand the conversation back to the people at its heart.
Created by M+C Saatchi’s LGBTQIA+ group PROUD with Bauer Media Outdoor Europe, Pride is Everything rejects the increasingly homogenised portrayal of Pride in favour of something more authentic: a portrait of queer life created by the people living it.
We invited more than 30 queer creators, community members, allies and families across Europe to share their own images, stories and experiences. We also handed out disposable cameras, giving people the chance to document Pride through their own eyes and on their own terms.
Their stories of joy, love, friendship, family, protest, celebration and everyday life became an out-of-home campaign across the UK, Belgium, Ireland, the Netherlands, Norway, Denmark, Finland, Sweden and Poland. Because Pride isn’t one image, one story or one moment. It’s everyday. It’s everything.
A huge thank you to every contributor who trusted us with their stories, families and lives. This isn’t our version of Pride. It’s yours.
ECD: Regan Warner | Creative: Tom Lander, Billie Gurr | Design: Lisa Carrana, Lucy Morrison, Anna Leapman | Producer: Matt O’Neill
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