M&C Saatchi London and UK charity, Queer Britain, have officially opened the UK’s first LGBTQ+ museum to highlight the importance of visibility for LGBTQ+ people, culture and history. According to the campaign the museum is The Place To Be Seen.
After a soft launch the museum at Granary Square, Kings Cross opened with its first exhibition, We Are Queer Britain. The show includes artefacts such as Oscar Wilde’s prison cell door, the stage outfit that Years and Years’ Olly Alexander came out in, and a rainbow Hijab. M&C Saatchi has partnered with and nurtured Queer Britain for the past four years on its road towards this landmark physical presence, providing office space and strategic and brand support, as well as helping to build its photographic archive through a partnership with Getty Images and aiding its fundraising efforts through initiatives such as the launch of the Madame F wine range.
M&C Saatchi is now supporting the museum’s official opening with the campaign, that is running across out-of-home, digital and social channels. The campaign doesn’t lead with the well-known rainbow cue but honours the 50th anniversary of the UK’s first Pride March, by drawing on protest placards for a strong typographic solution that acknowledges both the power and importance of visibility, but also the joy of self-worth and self-acceptance it can help promote.
Ben Golik, chief creative officer, M&C Saatchi London, commented, “Most museums are places people go to see things. But this is a museum where queer people go to be seen. Our campaign champions the visibility of queer culture, history and people made possible at Britain’s first LGBTQ+ museum. It’s about visibility, validation and valuing the community’s stories.”
Joseph Galliano, co-founder and director, Queer Britain, added, “Without M&C Saatchi, Queer Britain would not have come so far, so fast. The passion and support and generous creativity they have shared has been nothing short of inspiring. They are forever in the walls, forever our family. This launch campaign is stunning and beautifully articulated a core idea about us that we never could have done alone.”
Despite advances in LGBTQ+ visibility and acceptance, homophobic hate crimes are on the rise in Britain. UK Government numbers on police-recorded hate crimes (published 26 November 2021) show hate crimes related to sexual orientation increased by 324% in the ten years to 2021; and recorded hate crimes against transgender people increased by 789% in the same period. And these worrying numbers continue to trend upward. This is despite the fact the most recent Galop report into Hate Crime (2021) reports just 1 in 8 LGBTQ+ victims report hate crimes to police.
[Stats from: https://researchbriefings.files.parliament.uk/documents/CBP-8537/CBP-8537.pdf and https://galop.org.uk/wp-content/uploads/2021/06/Galop-Hate-Crime-Report-2021-1.pdf]
Golik stated, “The need for visibility remains vital, and having a permanent physical space for queer people and allies is an important step forward. Plus, having proud queer faces on posters across London means the launch campaign itself supports the museum’s own objectives.”
Clear Channel is the campaign’s media partner, supporting with outdoor space across London. This is bolstered by street posters through Jack Agency, and social and digital content through Queer Britain and partner networks including prominent influencers and corporate supporters. Long-form and social film content has been created with new queer production company, WendyVision, and awarded queer filmmaker, Darius Shu.
On-screen talent includes the cast from break-out Netflix hit, Heartstopper (Tobie Donovan; Kizzy Edgell); TV personalities such as Dr Ranj Singh; Drag Race UK alumni including Kitty Scott-Claus, Ella Vaday and Bimini Bon Boulash; non-binary journalist and activist, Jamie Windust (@jamie_windust); and leading queer TikTokers such as Grace Barry (@gkbarry), Maddie Grace Jepson (@maddiegracejepson) and Bel Priestly (@belpriestly).
The launch campaign will be enhanced by its own art commission, Seen at Queer Britain, a project by queer portrait photographer, Amy Maidment, that will capture visitors on the historic opening day.
M&C Saatchi has also turned its The Place To Be Seen campaign into a range of merchandise to be sold in the museum’s shop, to help continue to fundraise and support the museum’s ongoing costs.
Credits:
Creative Agency: M&C Saatchi
Chief Creative Officer: Ben Golik
Producer: Venetia Cook
Production Manager: Matt O’Neil
Designer & Artworker: Neil Sharp
Artworker: Grant Skillen
Senior Account Director: Evan O’Driscoll
Account Manager: Millie Dunne
Trainee Account Manager: Meg Hugill
Stills Photographer: Ben Golik
DOP: Darius Shu
AC: Andrea Di Franco
Sound: Felix Waverly-Hudson
Editor: Tom Kennedy
Client: Queer Britain
Head of Design and Special Projects: Mark King
Co-Founder & Director: Joseph Galliano
No talent fees were paid for this campaign. Thanks to all our featured talent for their time, love and support.
FILM, TV, MUSIC
Dr Ranj, Gay man, He/Him, TV presenter, Instagram @drranj
Tobie Donovan, Gay man, He/Him, Actor, “Isaac” in Heartstopper, Instagram @tobiedonovan_
Kizzy Edgell, Non-binary, Bisexual, They/Them, Actor, “Darcy” in Heartstopper, Instagram @51212.87287
L Devine, Lesbian woman, She/Her, Muscian, Instagram @l.devine
Robbie Mullett, Gay man, He/Him, Reality TV personality, ‘Made In Chelsea’, Instagram @robbie.mullett
DRAG RACE UK
Bimini Bon Boulash, Non-binary, Drag artist, He/She/Babe, Instagram @biminibabes
Ella Vaday, Gay man, Drag artist, He/Him/She/Her, Instagram @ellavaday
Kitty Scott-Claus, He/Him/She/Her, Drag artist, Instagram @kittyscottclaus
INFLUENCERS
Yasmin Benoit, Asexual/Aromantic influencer, She/Her, Instagram @theyasminbenoit
Bel Priestley, Transgender influencer, She/Her, TikTok @belpriestley
GK Barry, Bisexual, She/Her, ‘Icks’ podcast, Instagram @gkbarry_
Jamie Windust, Non-binary author and broadcaster, They/Them, Instagram @jamie_windust
Emily Witham, Lesbian, She/Her, Rebel Dyke, Artist, Instagram @emilywitham
Mx Darren, Non-binary influencer, They/She, Instagram @mxdarren_
Maddie Grace Jepson, Straight woman, She/her, Ally, Tiktok @maddiegracejepson
Mark Ferris, Gay man, He/him, YouTube @markferris
Alexis Caught, Non-binary, author of ‘Queer Up’, Instagram @alexiscaught
NOTABLES
Sue Sanders, Lesbian, She/Her, Founder LGBT History Month and Schools Out
Robert Taylor, Gay man, He/Him, Queer Britain Trustee
Anjum Mouj, Lesbian, She/Her, Queer Britain Trustee
Alan Martin, Gay man, He/Him, Queer Britain volunteer
