2022 Bronze Integrated

Agency: Queer Britain

Client: M&C Saatchi

Campaign Name: The Place To Be Seen

Campaign Overview

Charity Queer Britain has worked for four years to establish the nation’s first permanent LGBTQ+ museum. The agency was briefed to create a campaign to launch the space, at Granary Square King’s Cross in London, in a way that was fully inclusive of the queer community.

Strategy

When we don't see ourselves reflected in the world around us, it can create feelings of isolation and a lack of validation. Queer people have long been underrepresented, and much queer history has been erased.

The charity felt the need for education and visibility was vital. Having a permanent physical space for queer people and allies would be an important step forward. Furthermore, the existence of a dedicated museum would collect and preserve queer history, much of which has been willingly erased or obscured.

Creativity

People go to most museums to “see things”. But Queer Britain is a place people will go to “be seen”.

M&C Saatchi launched the venue as ‘The Place To Be Seen’ – the ultimate physical celebration and validation of queer culture, stories and history.

Phase one picked up the baton from London’s first Gay Pride Rally, held in 1972. Bold typographic placards proclaimed the benefits of “being seen”, fly-posted across central London. The art direction took its cues from protest placards, while the colour palette avoided rainbow cliches to offer a fresh take and stand out against other Pride campaigns.

In phase two, the team activated a network of 27 queer influencers, celebrities and other notable people; from the cast of Heartstopper, to LGBTQ History Month founder, Sue Sanders.

Using striking photography, the confident, direct stares of these queer ambassadors engaged people passing the illuminated six-sheets across London.

Results

The Place To Be Seen campaign saw museum footfall achieve 52% above target, sales at 247% above target, campaign merch as the top-selling items, PR coverage in The Guardian, BBC radio, Time Out, i-D, New York Times and more.

It also achieved a 45% Instagram follower increase, 17% profile reach increase and 32% post reach increase.

The Team

M&C Saatchi - Ben Golik, Chief Creative Officer - Venetia Cook, Producer - Matt O'Neil, Production Manager - Grant Skillen, Art Worker - Evan O'Driscoll, Senior Account Director - Millie Dunn, Account Manager - Meg Hugill, Trainee Account Manager - Ben Golik, Still Photographer - Tom Kennedy, Editor - Darius Shu, Director of Photography - Andrea Di Franco, AC - Felilx Waverly-Hudson, Sound