Amplifying 50 years of Pride with Liberate

The ask:

Liberate – the Channel Islands’ equality and diversity charity – was Orchard’s charity of the year for 2022. They asked us to amplify their 2022 Pride celebrations like never before; promoting the festivities and fringe events, creating buzz and anticipation, and increasing attendance on the previous Pride. Orchard was appointed as official publicity partner, working alongside Mantra who devised the creative strategy and assets for 2022’s event.

Liberate wanted communications activity to raise their profile and showcase the amazing work they do for the LGBTQ+ community all the year round, not just during the Pride weekend.

2022 Pride was special for two reasons – it marked 50 years since the first Pride protests in London and was the first local celebration since the COVID-19 pandemic.

The States of Guernsey were also debating the new anti-discrimination law, which Liberate were passionate about being passed, making our campaign even more important.

Photos by Jackson Chambers Photography.

The result:

By crafting the message and delivering it to the right journalists, we managed to reach 86,226,762 people across 10 outlets, including Metro.co.uk and the Evening Standard. 94% of coverage aligned with one or more of the key messages we set.

49 pieces of media coverage were generated about Pride, including eight-page spreads in the Guernsey Press and the Jersey Evening Post; a double-page spread interview with Ellie Jones, CEO of Liberate, in En Voyage; and all of Guernsey’s broadcast media featured Pride on the day. Attendance at the event was up 17% from the previous one.

We managed the Liberate social media channels, creating 65 posts, achieving a combined reach of 140,872 across Facebook, Instagram and Twitter. 5,000 hits were recorded on the website .

We supported the campaign with six videos, further pushing those all-important Liberate messages, reaching 4,284 people.

To round the entire campaign off, the anti-discrimination law was passed. With so much excitement created around Pride, the momentum added further pressure to government decision makers to pass the new law. Promoting how far the movement has come and how far there is to go through educational messaging on social media, in news releases and via video, added further impetus and impact.