Pride in London has appointed diversity-marketing experts Monumental as its agency of record, leading communications strategy, social media, PR and content management for the next 12 months.
Monumental’s diverse team of experts will provide strategic direction, execution and amplification of Pride in London’s ambitious growth plans and both organisations’ shared commitment to amplifying underrepresented voices.
Pride in London expects to broaden its support of grassroots communities through its ‘Unity Fund’, accelerate its DEI education programmes through its ‘Pride in the City’ initiative and provide vital platforming of authentic individual and shared community experiences and stories year-round.
Monumental shares this vision to drive meaningful change and impact and with extensive experience in supporting more than 100 brands, non-profit organisations and charities; including lululemon, Pride Edinburgh, DHL and EY, they will bring their knowledge and expertise in intersectionality thought-leadership and in delivering transformational change to the partnership.
This year, Monumental will also be allocating a proportion of its campaign work to Switchboard in support of the lifelines it has provided to thousands of LGBTQ+ people over the last 50 years, in addition to the £150,000 worth of support the agency donates to LGBT causes each year.
The partnership will support the 150+ year-round volunteers as well as the operational leadership of Pride in London over the next 12 months across all of its major activations, including 29th June, where the annual Pride protest march is due to take place through the streets of London, attracting more than 1.5M people annually as the largest one-day event in the UK.
Christopher Joell-Deshields, CEO of Pride in London, said: “We are thrilled to partner with Monumental as we continue building visibility, unity, and equality for London’s LGBTQ+ communities. Their team brings extensive expertise in amplifying diverse voices and driving meaningful change through thoughtful communications.
“With our shared commitment to intersectionality and inclusivity, I’m confident this collaboration will allow us to expand the reach and impact of our programming and campaigns – not just during Pride month but year-round. I hope that by working with Monumental, we can foster greater allyship, accelerate progress, and inspire solidarity well beyond Pride in London.”
Jamie Love, CEO of Monumental said: ”We’re honoured to collaborate with Pride in London and its remarkable team of dedicated volunteers and employees this year. In a current climate of accelerated anti-queer rhetoric fuelled by the media, we’re proud to be the custodians of Pride in London’s communication over the next 12 months and support all LGBTQ+ people in our work to feel supported and have their voices heard.
“We fully support Pride in London’s journey and, as we kickstart LGBT History Month, we’re are energised by their clear dedication to lobbying institutions and sponsors to go further and outwardly and proudly support LGBTQ+ people all year round.
“We discuss the hugely positive impact that authentic activism has for both LGBTQ+ community groups and the brands themselves that platform it with our clients daily, and we look forward to joining forces with Pride in London in this mission.”
