Pride in London 2025 - Volunqueering
Working with McCann London, the Volunqueering campaign asks people to give their time, energy and presence to Pride however they can. Pride 2025 is all about taking part, and asking people to Volunqueer.
BRIEF
To maximise visibility of the city's diverse LGBTIA+ community, encourage unity by supporting grassroots and fight for the rights of LGBTQIA+ individuals to be equal to the majority in every way.
SOLUTION
The Volunqueering campaign recognised the importance of support, as Pride is only possible due to generous donations, fundraising, and partnerships with organisations. The need for volunteers to help support to queer community birthed the portmanteau 'Volunqueering', which acted a powerful call to action throughout the campaign, encouraging people to 'be the change', in any way they could.
The majority of my role was to create the OOH, digital and motion assets. This included animated title cards for the video series, hundreds of billboard advertisements, and digital banners for web/mobile.
The campaign took advantage of some the city's biggest exposure opportunities, featuring on the Outernet, Piccadilly Lights, Heathrow Terminal 5 arrival, M4 Torch and many other key roadside digital displays around the capital.
OUTCOME
1,000+ volunteers across parade logistics, stage support, and event delivery
88% rated the experience excellent/very good
81% felt they made a difference; 70% grew community connection; 50% saw mental health boosts
35,000 marchers participated in the parade across 500 groups, from community organisations to corporate partners
1.5 million spectators lined the streets to watch the march
A YouGov poll leading up to the event showed 67% of UK residents believe the country is inclusive of LGBTQ+ people, with 60% opposing negative shifts—underscoring the broader social momentum
67 Ocean Outdoor digital screens across Piccadilly Lights, Canary Wharf, and Westfield London showcased the campaign during Pride on 5th July 2025
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Campaign, Branding, Print OOH, Digital Design, Motion Graphics #volunqueer #volunqueering
"Volunqueering doesn’t need to be a grand undertaking or a massive gesture – even the smallest step can help enact meaningful change."
Tim Noblett
Director of Marketing
Pride in London
Director of Marketing
Pride in London
