HSBC has produced a documentary-style film about the origins of Pride, charting progress for the LGBT community since the 1970s and looking at what still needs to be done.
It focuses on two men: Andrew Lumsden, 75, an activist who attended the first Pride march in 1972; and 23 year-old vlogger Jamie Raines, who transitioned from female to male aged 17 and attended Pride for the first time last year.
Working with agency We Are Social, the film has been produced by Firecracker and directed by Trunk. Short extracts are being shared across HSBC UK’s social platforms, including quotations from the contributors. There will also be targeted paid media, managed by Mindshare.
Other banks have tapped into the cause. This one from Lloyds focuses on the breadth of communities among its customers:
2017 marks the fourth year of Barclays’ headline sponsorship of Pride in London. Its activities include a competition to lead the parade and meet Olympic diver Tom Daley.
Amazon, another Pride in London sponsor, has put together a playlist for the event, which it is publicising on social channels:
Vodka brand Smirnoff is running a campaign called #ChooseLove, which includes an art exhibition over Pride in London weekend:
The exhibition features works of art raising the issue of online abuse people have received for their sexual orientation or gender identity. Abusive tweets are reproduced on the artwork, and below them are illustrations themed around love.
Skittles has received much publicity for removing the rainbow colouring from its branding to mark Pride.
Food delivery service Deliveroo has changed its name to mark the occasion:
Other brands have changed their logos or signage to incorporate the rainbow image:
Starbucks is among those giving away branded products during the London march.