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Pride in London: The Apology
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This Pride season marks 50 years since Parliament first voted to start legalising homosexuality. Across the UK, Prides will be marching with a message of hope, acceptance, activism and love. Ahead of the London parade on 8th July, Pride in London and WCRS have launched a multi-media campaign, celebrating love in all its forms. The ‘Love Happens Here’ campaign will play out in two phases; ‘Hate’ and ‘Love’. The first phase draws attention to the rising problem of anti-LGBT+ hate crime in the London with Guerrilla-style fly-postering across the city, a covert take-over of Wi-Fi networks, statistic led taxi-tops and an event, which all tell stories aimed to raise awareness of the ongoing prevalence of prejudice. On the 23rd June, the second ‘Love’ phase of the campaign will launch, which sees the stories of hate crime replaced with ones of love, showing London that ‘Love Happens Here’. Every year thousands of families and friendships are broken apart due to a lack of understanding and tolerance towards the LGBT+ community. Pride’s message is a positive and inclusive rallying cry to everyone that it’s never too late to reconcile. To highlight this and celebrate the upcoming Pride season, Pride in London and Channel 4 have also partnered together in an industry first on a series of LGBT+ programming. From the 24th June, four LGBT+ themed adverts – created by WCRS and directed by Fred Scott at Pulse Films – will be aired during every Channel 4 programme, each representing different parts of the community. One of the adverts will also run as a 90” across cinema during the campaign period.
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