Grey London Celebrates Rainbow Families in Joyful Campaign for DIVA Magazine

To celebrate Lesbian Visibility Week, Grey London launches its 2025 campaign for DIVA Magazine – the world’s leading media organisation for LGBTQIA+ women and non-binary people. The campaign, titled ‘It’s a family thing’, celebrates the diverse range of families that exist within the community.

Building on the success of the last two campaigns it worked on for DIVA Magazine, Grey London was tasked with not only celebrating Lesbian Visibility Week this year but also showcasing DIVA Magazine’s chosen theme for the annual celebration, rainbow families. Targeting communities across London and Edinburgh, the campaign aims to bridge the gap between queer and non-queer families with humour, to draw people in and show, regardless of what your family looks like, ‘it’s a family thing’.

To celebrate the relatability of rainbow families, the creative showcases snippets of awkward and funny stories, which are told by individuals from different families.
The short videos are being rolled out in DOOH locations across London and Edinburgh.

Nancy Kelley, executive director, DIVA Magazine commented, “Following successful campaigns over the last couple of years, we’re thrilled to be working with Grey London again. This year’s brilliant campaign gives us a platform to celebrate rainbow families in a way that is full of love and laughter, as well as inviting everyone to partake in Lesbian Visibility Week”.

Bee Pahnke, head of voice and creative director, Grey London said, “We’re incredibly proud to have partnered with DIVA Magazine on this campaign. It’s a topic that resonates with many of us at Grey. Led by a small (but mighty!) crew of queer women and non-binary folks, embraced by the entire design department and supported by the agency at large, this work is a testament to our own kind of rainbow family. You can feel the love, joy and diversity in every single piece of work”.

Conrad Persons, chief executive officer, Grey London added, “Sometimes the best way to talk about serious topics is in a decidedly unserious way. To celebrate Lesbian Visibility Week, the team came up with a humorous, warm, witty way to highlight that our many commonalities by far outnumber our differences”.