The United Kingdom is inviting travellers to visit differently through its latest ‘GREAT Love’ campaign.
Celebrating the diversity of its LGBTQIA+ communities the UK’s latest campaign kicked off at Sydney WorldPride, designed to encourage the world to see the UK differently by showcasing the vibrancy of its diverse LGBTQIA+ communities.
“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,” British High Commissioner to Australia, Vicki Treadell, said.
The GREAT programme 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 new campaign shares stories from individuals in the LGBTQIA+ communities as they discuss their moments of self-acceptance and belonging in the UK, whilst simultaneously 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 OBE, world-leading 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.
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 unique perspective on the world and welcome others to join in.
“The UK is a vibrant melting pot reflecting all parts of the LGBTQIA+ community,” MD creative agency, Pablo, Harriet Knight, said.
“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. We hope this campaign will spark and inspire more celebration of the incredible diversity within this community.”
