LGBTQ+ campaign takes over UK billboards from London to Edinburgh

A new LGBTQ+ visibility campaign has launched across the UK, putting messages about inclusion, representation and workplace equality onto billboards from London to Edinburgh. The campaign is running during National Inclusion Week from 14 to 20 September, with physical and digital displays appearing in prominent public locations.

The nationwide campaign has been launched by Outvertising, the not-for-profit organisation working to improve LGBTQ+ representation and inclusion across British advertising and marketing. JCDecaux Community Channel and BUILD HOLLYWOOD are supporting the outdoor campaign, while Haymarket is helping amplify the message digitally.

LGBTQ+ visibility reaches public spaces

Four different designs are being used across the campaign, combining LGBTQ+ imagery with statistics intended to highlight the importance of inclusion. One focuses on estimates that LGBTQ+ spending power in the UK exceeds £33 billion, while another highlights the growing number of younger people identifying as LGBTQ+.

Workplace inclusion is another major part of the campaign. Outvertising is using the billboards to highlight research around whether LGBTQ+ employees feel able to be open about who they are at work and how employer support can influence where people choose to work.

The campaign comes at a time when some organisations internationally have been reviewing or reducing diversity and inclusion programmes. Outvertising is instead using National Inclusion Week to make the case for maintaining visible LGBTQ+ representation in workplaces and advertising.

Who is Outvertising?

Outvertising is a volunteer-led organisation focused on improving LGBTQ+ inclusion across the UK advertising and marketing industries. Its work includes supporting better representation in advertising while encouraging employers to create workplaces where LGBTQ+ staff feel supported.

The campaign itself was created pro bono by London creative agency Hijinks. By placing the messages on public billboards rather than limiting them to advertising industry spaces, the organisers are aiming to reach a much wider audience.

Help for businesses wanting to improve inclusion

Alongside the billboard campaign, Outvertising is directing employers towards its Advocacy Playbook. The free resource is designed to help brands and agencies strengthen LGBTQ+ inclusion within their organisations and improve representation in the advertising they produce.

With displays appearing from London to Edinburgh and further promotion taking place online through Haymarket, the campaign gives LGBTQ+ visibility a national platform during National Inclusion Week. It also provides businesses with practical resources if they want to turn the campaign’s message into longer-term action.