Love Lived Here

Background

As part of the two week Pride Festival in London, Proximity London created Love Lived Here, a campaign to celebrate pioneers of the LGBT+ movement throughout British history.

Idea

Starting on the 26th June, key blue plaques around London were given a temporary rainbow makeover to acknowledge the individuals who lived there as part of the LGBT+ community, alongside their literary, scientific, economic or artistic achievements. Because whilst their work has been marked as part of British history, their LGBT+ status may be lesser known, particularly in view of the less accepting times they lived in. Recognition for who they were, not just what they did. Plaques that were changed include Computer Scientist Alan Turing, solider and poet Siegfried Sassoon and Choreographer Sir Frederick Ashton. A simple idea to celebrate who these amazing people really were, beyond just recognising what they did. And a chance to talk about something that, in nearly all these cases, was never talked about at the time Alongside this, Proximity London also created an animated video of some of the plaques which was shown on a screen during the Pride Festival on the 9th July.

Results

Seven plaques were installed for the two week period and the campaign was launched on Proximity London's social media channels. There were hundreds of mentions and features of the campaign on social media. Off the back of those – tens of thousands of engagements interacting with those mentions. And because of that – hundreds of thousands of views of our video content and interview. And as a result – millions of impressions were received. 3,961,022 of them to be exact. Also numerous press coverage was received from outlets including Channel 4, The Independent, BT, Yahoo, Timeout London, Huffington Post, the Press Association and Campaign who named it one of the best campaigns by brands and agencies for Pride 2017.