Dentsu UK Rallies Brands to Stand Against Hate in LGBTQ+ Pride Solidarity Campaign

Dentsu UK today reveals a brand new DOOH campaign ‘dentsu & Friends’, running across the UK throughout June in support of Pride.

Partnering with OOH advertising leaders Clear Channel UK and JCDecaux UK, dentsu has secured advertising space estimated to reach around 10 million people for its unique ‘dentsu & Friends’ pride flag.  

Rallying a stellar line up of household name brands to stand in unity against hate and under the rainbow flag, the campaign sees brands deliver a shared message of support, rather than compete for share of voice during Pride month.  

The important message behind the UK campaign: Pride was always a protest, is intended to act as a reminder that pride is not just a party, and despite progress in recent times there are still many challenges faced by the LGBTQ+ community, particularly for trans men and women, and those who identify as non-binary. 

Brands taking a stand alongside dentsu include IKEA, HEINEKEN UK, Santander, Lotame, Co-Op, Mastercard, SAGA and LNER, with all participating encouraged to donate to a charity supporting LGBTQ+ causes, such as a youth LGBTQ+ organisation, a homeless LGBTQ+ youth charity, and a charity supporting gender diverse youth and their families. Dentsu will match fund the highest brand donation.  

The new campaign is inspired by dentsu Italy’s 2021 original collaborative Pride campaign. Dentsu is gathering support across EMEA by running the new campaign across several other markets in the region. 

Angela Tangas, dentsu UK&I CEO said, “Brands, businesses and society all thrive on diversity – it’s a strategic imperative for growth, innovation and a sustainable economy.  As a people-centred business, at dentsu we’re focussed on bringing all dimensions of inclusivity to life everyday – for our people to feel safe to bring their whole selves to work and feel a sense of belonging and community, as well as in the ways we support our clients to meaningfully connect with their consumers, customers and employees.  

“We’re incredibly proud to launch dentsu & Friends together with our media partners and clients, standing united in the importance of supporting the rights of the LGBTQ+ community.” 

Lisa Edgar, chief insight officer, Saga said, “Representation matters. At Saga, we champion the many millions of people over 50 - and the diverse experiences that exist within that age bracket. Older people are not a homogenous group – there are over a million people over 50 who are members of the LGBTQ+ community, and it’s right that we see and hear them. We are proud to stand together with dentsu & Friends to champion all the LGBTQ+ community – through Pride month and beyond.”  

Andy Monfried, founder & CEO, Lotame said, "Diversity and inclusion are core to Lotame’s company culture, and we’re honoured to join dentsu & Friends’ Pride celebration. This month is a fantastic opportunity to focus our collective efforts on supporting the unique experiences of diverse staff which, at Lotame, is a year-round commitment. We strive to create a workplace - and an industry - where every individual feels empowered to share their authentic selves and achieve their full growth potential, which can only happen in an environment of inclusiveness, transparency, and collaboration."  

This year, as part of Pride Month, dentsu EMEA is continuing its Visible Voices series that celebrates the LGBTQ+ community by making their voices visible and stories heard. The short film follows the lives of four dentsu people from the LGBTQ+ community and the challenges they face navigating the political and societal landscapes of today. Carrying on the ‘pride is a protest’ narrative, the film also highlights some of the practical support the company offers, for example, with gender transition care in the UK through a private healthcare provider.