UK Black Pride's Bold 'This is Me.This is Home' Campaign Celebrates 15 Colourful Years

Today marks the launch of UK Black Pride’s ‘This is Me. This is Home’ campaign – an integrated digital, social and PR campaign led by Ogilvy UK who worked with creative talent across the Black and queer community to capture the stories of people within the community.

The campaign celebrates the 15th Anniversary of UK Black Pride – Europe’s largest celebration for LGBTQ+ people of colour – and reaffirms UK Black Pride's mission as the 'pride-home' for Black and BAME LGBTQ people across the UK. Most importantly, the campaign signifies that despite being apart during lockdown, the community can come together and celebrate in this incredible home that has been created for them. 

UK Black Pride will be hosting a day of celebrations on Sunday 16th August and, in the lead-up this week, will be showcasing the campaign through digital OOH, fly posters and film content across social. The community are also being invited to engage with the campaign through Instagram filters.

Launching the pro bono campaign, ‘This is Me. This is Home’ has involved not only a cross-section of Ogilvy capabilities from strategy through to social, but also a coming together of two of the agency’s networks; Ogilvy Roots and Ogilvy Proud. Furthermore, with thanks to other WPP agencies Group M and Hogarth who supported on media and post-production, the campaign has been a truly collaborative piece of work.  

Phyll Opoku-Gyimah, UK Black Pride co-founder and executive director: "When a busload of Black lesbians and I went down to Southend-on-Sea in 2005, I could never have imagined that 15 years later we'd still be here and still growing. But it's testament to our collective need for spaces by us, for us and about us, and our 15th birthday celebration on Sunday 16 August is another opportunity for our communities to see themselves centred and celebrated.

"We are really thrilled to be working with Ogilvy on This Is Me, This Is Home, our campaign to reaffirm UK Black Pride's commitment as the pride-home for LGBTQ people of colour in the UK. The team at Ogilvy are a remarkable example of allyship, solidarity, action and of putting your energy and your money where your mouth is. We hope this is just the beginning of a long and impactful partnership."

Angus George, Ogilvy Group creative director: “Truly insightful creative work comes from understanding and empathising with the audience you’re talking to. What was so amazing about working with UK Black Pride was the opportunity for our creative department to better understand a community that is underrepresented not only in the agency world, but also within our own inclusion networks. The enthusiasm from across the agency has been overwhelmingly positive and going forward we’ll better be able to reflect this inspiring and resilient community who have such great stories to tell.”

Helen Matthews, Ogilvy chief people officer: “I’m so pleased to see this beautiful work come to life for UK Black Pride, a brilliant example of collaboration across Ogilvy UK – exactly one of the many reasons for bringing together all of our networks into our Ogilvy UK inclusion board last year. I can’t wait to see more, this is a living example where the whole is greater than the sum of its parts”