- Partner: Amnesty International UK
- Cause: Human Rights
- Location: UK
- Marketing, PR & Social Media
- Purpose Advertising & Campaigns
Over recent years, pride has become oversaturated with performative allyship from brands and organisations, whilst LGBTQ+ rights are being rolled back around the globe. For Pride 2025, Amnesty International UK wanted to launch a campaign that called on allies to turn solidarity into action.
At the centre of the campaign is a rainbow bracelet, only available when you put your money where your mouth is by donating to protect human rights and fight for the queer community.
The challenge
Most Pride campaigns play it safe, leaning on generic “love is love” and centring romantic relationships. But while rights are being stripped away and hate is getting louder, it’s time allies got louder too.
We knew it wasn’t enough to just say “we stand with you” – we needed to show it. Our challenge was to shift focus onto the powerful, often overlooked bond between queer people and their allies to put the onus where it belongs: on allies. To step up, speak out and make themselves impossible to ignore.
After all, Pride was never just a party. It’s a protest – and who better to remind the world of that than Amnesty International?
The solution
Our creative platform, “Show the World What You Stand For”, challenged people to back up their allyship with more than words.
Instead of handing out rainbow-branded freebies, we made the bracelet something you had to earn by donating to Amnesty’s human rights work, turning it into a wearable mark of solidarity and action.
To bring that idea to life, we paired striking visuals with intimate, human storytelling. Close-cropped portrait photography heroed the bracelet while nodding to the closeness between queer people and their allies. We featured real, diverse relationships – a mother and daughter, colleagues, a trans-masc non-binary lesbian and their partner, a gay couple and their surrogate – showing that allyship can come from all sides.
Alongside OOH, press and social ads, we created podcast-style video interviews where these pairs sat down and had honest discussions about what allyship means to them, turning the campaign into a conversation across social media.
We worked with award winning photographer Ron X to craft imagery that showed off the bracelets, sure, but in a way that subtly told the deeper story of the queer individuals and allies in the campaign. We wanted to capture the moments that make up allyship with close cropped, intimate visuals and wider portraits.
On social, podcast-style videos gave the campaign a beating heart. They moved us past surface-level Pride content and into real, vulnerable conversations that audiences actually wanted to watch and share, turning passive viewers into active participants.
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