M&C Saatchi London has partnered with Queer Britain to unveil the UK’s first LGBTQ+ museum at Kings Cross London.
The new ‘The Place To Be Seen’ campaign is part of the agency’s longstanding partnership with the charity.
Opening officially on 20 July, the debut museum show will include artefacts like Oscar Wilde’s prison cell door, the stage outfit that Years and Years’ Olly Alexander came out in, and a rainbow Hijab.
The campaign intends to highlight the importance of visibility for LGBTQ+ people, culture and history.
M&C Saatchi has collaborated with Queer Britain for the past four years and has worked towards this ‘landmark physical presence’ by providing office space and strategic brand support.
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Choosing to not use the rainbow as its main visual cue, the campaign will run across out-of-home, digital and social channels and will honour the 50th anniversary of the UK’s first Pride March. The initiative draws on protest placards that acknowledge the power and importance of visibility, but also the ‘joy and self worth’ of self acceptance it can help promote.
“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,” M&C Saatchi chief creative officer Ben Golik said.
Despite advances in LGBTQ+ visibility and acceptance, homophobic hate crimes are on the rise in Britain.
Golik adds: “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.”
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