2023 Bronze Inclusive Marketing

Agency: TMW Unlimited

Client: Pride in London

Entry Title: Never March Alone

Executive Summary

Trans people are regularly dehumanised as a problematic group, with 74% of Brits saying they only see negative media depictions. These fear-mongering portrayals exclude trans voices and ignore the reality that trans people are surrounded by people who love them authentically.

Pride in London (PiL) was not seen as fully inclusive by some members of the trans community, while divisions within the wider LGBTQIA+ community ostracised trans people from the very spaces they should feel welcome.

PiL needed to rewrite the narrative.

Strategy

The team flipped the script by platforming real trans voices and highlighting the abundance of allies who love them for who they are.

This would offer validation to the trans audience who can’t look at a computer without seeing something questioning a fundamental aspect of who they are.

The platform was handed to a trans-led team to tell authentic stories by trans voices. Casting was radically inclusive, reflecting a true spectrum of trans experience and allies.

Creativity

‘Never March Alone’ was a call-to-arms for trans people, allies and the LGBTQIA+ community to come together at PiL.

The campaign featured photographic portraits of a broad spectrum of the trans community, standing proudly alongside their allies - diverse ages, ethnicities, disabilities, genders, sexualities, public profiles, relationships.

The work included creating a bespoke device to house a fully inclusive progress flag within executions, integrating the often-omitted intersex component.

Brand and media partners were enlisted as allies, creating an exhibition at the Outernet and taking over Piccadilly Circus screens. The Mayor of London hosted the work at City Hall and shared the campaign on social media.

The team also partnered with Getty Images to incorporate portraits into its library, promoting inclusivity and long-term visibility of trans allyship.

Results

Inclusivity was the engine of the campaign’s success. Quotes from the community bore this out:

“As a trans person, it made me so proud to represent my community by creating joyful authentic images of allyship and kinship.”

Campaign metrics:

• +8.5m social reach
• +55m social impressions
• +40k campaign clicks
• 3,748 campaign mentions
• +1k uses of #NeverMarchAlone
• 94% positive social sentiment

The Team

TMW Unlimited - Tim Noblett, Director of Marketing - Asad Shaykh, Group Strategy Director - Mandy Lehti, Deputy Director of Marketing - Jamie Wicks, Deputy Director of Marketing - Paul Dazeley, Head of Planning - Phoebe Rodgers, Senior Planner - Phil Rhodes, Creative Director - Kate Craggs, Associate Creative Director - Caroline Matthews, Senior Art Director - Lorena Teruel, Head of Design - Nick Raven, Lead Designer - Ivan Langham, Senior Designer - Liz Hickson, Head of Studio - Quinnely Zia Ebrahimi, Creative Intern - Claire Wilson, Group Account Director - Sophie Peck, Account Director - Lauren Crook, Senior Account Manager - Amy Philpott, Senior Producer - Tom Rees-Kaye, Senior Editor - Lloyd Francis, Motion Creative Director - Julia Olsson, Senior Motion Designer