| Philosophie | To demonstrate that our pride for the LGBTQ+ community spreads beyond Brighton, London and Manchester, Channel 4 created over 50 bespoke posters celebrating the smaller prides happening across the UK in 2022. Written in an irreverent Channel 4 tone, every tongue-in-cheek, over-the-top poster headline referenced something specific about that local pride, whether that be the acts performing, the location, or in Shetland’s case, celebrating their first official pride. The campaign reached an incredible 88% of the British population (a staggering 44 million people) but, most importantly, made a community of people outside of big cities feel seen, heard and represented. |
