Opening at this time with the inaugural exhibition ‘We Are Queer Britain’, the present consists of artefacts comparable to Oscar Wilde’s jail cell door, the stage outfit that Years and Years’ Olly Alexander got here out in, and a rainbow Hijab.
In the meantime, the collaboration between M&C Saatchi and Queer Britain represents the most recent improvement within the studio’s longstanding partnership with the charity. Having nurtured Queer Britain for the previous 4 years because it prepares to open this landmark bodily presence, M&C Saatchi has supplied workplace house and strategic model help for the fledgling museum. It additionally helped construct Queer Britain’s photographic archive by a partnership with Getty Pictures and aided its fundraising efforts by initiatives such because the launch of the Madame F wine vary.
With The Place To Be Seen, although, M&S Saatchi has highlighted how necessary it’s for members of the LGBTQ+ neighborhood to be seen. It is achieved this with unmissable promotion, which runs throughout out-of-home, digital and social channels.
In contrast to graphics which have come to advertise LGBTQ+ members, the marketing campaign doesn’t depend on the colors of the rainbow to get its message throughout. As an alternative, in honour of the fiftieth anniversary of the UK’s first Pleasure March, it references protest placards for a robust typographic resolution. This acknowledges each the facility and significance of visibility and acts as a nod in the direction of the enjoyment of self-worth and self-acceptance it may well assist promote.
Ben Golik, chief artistic officer at M&C Saatchi London, stated: “Most museums are locations folks go to see issues. However this can be a museum the place queer folks go to be seen. Our marketing campaign champions the visibility of queer tradition, historical past and folks made attainable at Britain’s first LGBTQ+ museum. It is about visibility, validation and valuing the neighborhood’s tales.”
On why they had been so eager to keep away from rainbow colourways and stripes, Ben reveals: “Whereas visibility is at all times welcomed, merely making use of these can do each manufacturers and audiences a disservice. The queer neighborhood over-indexes on its appreciation of creativity, and we had been decided to honour that expectation.
“Taking our cue from the fiftieth anniversary of the UK’s first ever Homosexual Pleasure Rally, held in London in 1972, the marketing campaign typography was impressed by placards to recognise that Pleasure is at the start a protest and political occasion, in addition to a celebration of neighborhood, acceptance and self-expression.”
By way of the marketing campaign’s core message of being seen, Ben provides that the arresting portrait pictures it incorporates represents a spread of sexualities, gender identities, ethnicities and ages. “Every sitter holds the viewer’s gaze with confidence, defiance and delight. Decided to be seen. These portrait pictures will instantly interact with viewers on poster websites throughout London.”
Joseph Galliano, co-founder and director of Queer Britain, provides, “With out M&C Saatchi, Queer Britain wouldn’t have come to this point, so quick. The fervour, help and beneficiant creativity they’ve shared have been nothing in need of inspiring. They’re without end within the partitions, without end our household. This launch marketing campaign is gorgeous and superbly articulated a core concept about us that we may by no means have performed alone.”
The museum’s opening comes at a troubling time for the LGBTQ+ neighborhood. Regardless of advances in visibility and acceptance, homophobic hate crimes have elevated in Britain. In accordance with UK authorities numbers on police-recorded hate crimes, offences have elevated by 324% within the years main as much as 2021.
In the meantime, hate crimes towards transgender folks skyrocketed by 789%. Think about a latest Galop report in Hate Crime finds that only one in eight LGBTQ+ victims report hate crimes to police, and clearly, the necessity for visibility has by no means been extra vital.
Golik explains, “The necessity for visibility stays very important, and having a everlasting bodily house for queer folks and allies is a crucial step ahead. Plus, having proud queer faces on posters throughout London means the launch marketing campaign itself helps the museum’s personal targets.”
Supporting Queer Britain and M&C Saatchi all through this marketing campaign is Clear Channel, which is appearing because the media accomplice to help with outside house throughout London. As for the road posters, these have been supplied by Jack Company, and the social and digital content material has been sourced by accomplice networks, together with outstanding influencers and company supporters.
As for the long-form and social movie content material, this was created with the brand new queer manufacturing firm WendyVision and award-winning queer filmmaker Darius Shu. In the present day’s launch marketing campaign has additionally been enhanced by its personal artwork fee, Seen at Queer Britain, a mission by queer portrait photographer Amy Maidment that captures guests on the historic opening day.