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West Pride - Ambassadors of Pride

West Pride
08/09/2022
Advertising Agency
London, UK
8
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Credits

Insight
LGBTQ+ refugees flee from persecution and death simply for being who they are. To stay, they must prove what they’ve always hidden.

In a subjective and legally uncertain interview process, it’s up to the authorities to decide if they are part of the Pride community.


Idea
LGBTQ+ refugees were given official roles in the organisation of West Pride, to make it harder for the Migration Agency to question their cases.

As the anonymous faces of the Swedish non-governmental organisation, the six refugees tell their life stories with the backing of a legal team and a public petition.


Far too many are wrongly sent back to a lifetime of persecution, imprisonment or death. We need to stop this now.

Emma Gunterberg Sachs, General Manager at West Pride


Impact
All love is equal and should include equality for everyone.

After national coverage around World Refugee Day, Minister Mikael Damberg has agreed to personally receive the list of names that demand a review of the LGBTQ+ asylum process. West Pride is also offering free legal counsel for the Ambassadors as they await decisions from the Swedish Migration Agency.

About AKQA UK

AKQA is a design and innovation company that employs over 6,500 professionals across 20 countries. Named Digital Agency Global Network of the Year in Campaign’s 2023 Global Agency of the Year Awards, AKQA was also awarded the Cannes Lions Grand Prix for Digital Craft in 2023, and the Grand Prix for Design in 2021. In 2023, AKQA was recognised as a winner in Fast Company’s Innovation by Design Awards. AKQA also won Fast Company’s World Changing Ideas in 2021, and 2022 and led Gartner’s research into global marketing agencies in 2021.