'Hope Starts Here' aims to reach beyond the LGBT+ echo chamber
The LGBT Foundation has unveiled its largest national campaign, which aims to highlight the everyday experiences of LGBTQ+ people
The Manchester-based LGBT Foundation has unveiled its largest national campaign, Hope Starts Here, which aims to highlight the everyday experiences of LGBTQ+ people - as the UK marks Pride Month.
It launched last week, with the campaign headlined by a digital experience at Outernet London, alongside billboards and a social media campaign across the UK.
Hope Starts Here focuses on real stories of connection and belonging, amidst rising hate crimes and polarising public debates surrounding LGBTQ+ lives.
The campaign showcases narratives that highlight how pride is lived beyond annual events and is defined by personal relationships and everyday interactions.
Two prominent stories highlighted at Outernet London include Zelah Glasson's reflection on his journey with football and Winona Wee's experience finding community through skating.
Alongside these narratives, the campaign features influencers such as Drag Race UK's Dita Garbo and showcases moments from LGBTQ+ communities across the country.
'Reaching beyond our echo chamber'
Sarah Miguel - the LGBT Foundation's Director of Fundraising and Marketing - has been catching up with Hits Radio Pride, as the campaign launches.
She said: "Hope Starts Here is a campaign that is targeted at potential allies, and is about reaching beyond our echo chamber.
"It's also about saying that lots of people have an LGBTQ+ person in their life, and they can take small actions to affirm that person, protect that person, and see who they really are.
"We are seeing an increase in demand for all of our services, too.
"Unfortunately, discrimination is up, and hate crimes against the community are up - but this campaign is not really about all of that.
"It's about saying we all have more in common, and that so many of these everyday moments in life are something which we all live through.
"We are really aware that we're living through a really divisive and polarising moment, and increasingly, LGBTQ+ lives and identities are becoming divisive.
"So, we want to celebrate what can unite every single one of us."
"There is far more that brings us together than pulls us apart"
The LGBT Foundation intends for the campaign to resonate beyond LGBTQ+ audiences, fostering empathy and connection as opposed to division.
Sir Ian McKellen describes the importance of everyday actions in building hope and belonging within communities.
Big Brother's Zelah Glasson emphasised the essential nature of visibility and community support, especially for trans individuals.
He said: “Hope and joy are not abstract ideas - they’re things everyone deserves access to in real, tangible ways.
"For LGBTQ+ people, especially trans people, those can often feel harder to hold onto when you’re constantly being judged, having your existence debated, and when access to essential healthcare is often out of reach.
"This campaign is a reminder that community, visibility and support aren’t optional - they’re essential, and they genuinely change lives.”
Dr Paul Martin OBE, Chief Executive of LGBT Foundation, pointed out that despite societal progress, LGBTQ+ lives are still scrutinised, as he added: “We’ve made real progress as a society, and that matters.
"But for many LGBTQ+ people, simply living their day-to-day lives is still questioned or criticised.
"Hope Starts Here sits alongside our Refuse to Be Invisible campaign - one calls for change, the other celebrates the lives we’re fighting for. Together, they show there is far more that brings us together than pulls us apart.”
Scott Neal from Outernet highlights the campaign's ability to use the platform's scale to celebrate connection and belonging.
Scott reflected: "Outernet is all about bringing people together through culture, creativity and shared experience, so partnering with the LGBT Foundation on this campaign for Pride Month felt incredibly important to us.
"At a time when division and negativity can feel overwhelming, this partnership uses the power and scale of our screens to celebrate connection, joy and belonging. We’re proud to help amplify everyday LGBTQ+ stories in the heart of London and give visibility to moments of hope that deserve to be seen and shared.”
The campaign, supported by M3 Labs and other partners, will also reach communities directly through summer roadshows.
You can find out more about Hope Starts Here on the LGBT Foundation's website.