The UK has launched GREAT Love in Australia, a campaign designed to encourage the world to see the UK differentl.
The GREAT program aims to drive economic growth by encouraging an international audience to visit, study, trade or live in the UK.
Through GREAT Love, created by UK creative agencies, UNLIMITED & Pablo, the campaign is sharing stories from individuals in the LGBTQIA+ communities as they discuss their moments of self-acceptance and belonging in the UK, while providing all LGBTQIA+ communities with a platform to share their stories and join in.
Storytellers across the LGBTQIA+ spectrum are sharing an object that symbolises the key moment they realised their sexuality or gender identity was a superpower to be celebrated.
The storytellers include boxer and two-time Olympic gold medallist Nicola Adams, human rights barrister Dr S Chelvan, and drag queen royalty Vanity Milan and Elektra Fence.
In Australia, UK expat and Paralympian Robyn Lambird highlighted their bronze medal as the object that signifies the moment when they realised that their gender and sexuality truly was their superpower.
The GREAT Love campaign chose the global stage of Sydney WorldPride as the ideal place to launch the rebrand from its former inception as ‘Love is Great’.
GREAT Love and its storytellers shared the love at the Sydney Mardi Gras as the only government led country float at the parade.
The float featured GREAT Love storytellers and staff, including British high commissioner to Australia, Vicki Treadell, performing a choreographed dance up Oxford Street led by an illuminated London black cab.
Treadell said WorldPride 2023 was a key moment for the UK to show its commitment and leadership in championing LGBTQIA+ rights.
"It was a delight to be an ally of LGBTQIA+ communities, taking part in the fantastic Mardi Gras Parade and hosting the launch of the GREAT Love campaign which celebrates stories of acceptance and belonging," she said.
“The GREAT Love campaign, international programs and diplomatic engagement, bring communities and governments together to strengthen rights and freedoms in every part of the world.”
While the campaign launched in Australia to coincide with WorldPride, it will be extended around the globe to provide a platform for the LGBTQIA+ communities to tell their stories, share their perspective on the world and welcome others to join in.
Harriet Knight, MD of Pablo, said The UK is a vibrant melting pot reflecting all parts of the LGBTQIA+ community.
"To have the opportunity to develop a platform that gives a voice to the full spectrum of LGBTQIA+ communities and shines a light on the heartfelt stories of acceptance and belonging of these amazing individuals has been a real privilege," said Knight.
"We hope this campaign will spark and inspire more celebration of the incredible diversity within this community.”
The GREAT Love campaign is being rolled out on social and digital media.
Credits:
Creative Agencies: UNLIMITED & Pablo
Managing Director: Harriet Knight
Account Manager: Amie Goldstein
Executive Creative Director: Tim Snape
Creative Partner: Jon Burley
Copywriter: Rohit Tharakan
Art Director: Fei Waller
Head of Planning: Paul Dazeley
Senior Planner: Phoebe Rodgers
Production Company: Move Studio
Productions Director: Thomas Rees Kaye
Stills Photographer: Jack Alexander
Client: The Cabinet Office, GREAT Britain Campaign
Campaign: GREAT Love
Director of the GREAT Britain campaign - Andy Pike
Deputy Director of the GREAT Britain campaign - Kate Taylor-Tett
Head of Campaigns and Partnerships, GREAT Britain Campaign – Jack Karet
Senior Campaigns & Partnerships Manager, GREAT Britain Campaign – Davina Hagan
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