Raw London wins PrideAM's LGBT ad competition

27 Nov 2018  |  Michaela Jefferson 
Raw London wins PrideAM's LGBT ad competition

Branded content agency Raw London has taken home the top prize in this year's Pride Brand Makeover with a reimagined version of Teenage Cancer Trust's Gamer Girl ad - which originally depicts a teen's struggle with her cancer.

The free-to-enter competition asks adland to reinvent a mainstream ad campaign for a LGBT+ audience, to highlight the debate around diversity and inclusion in marketing.

Raw London remade the ad for Mermaids UK, the support agency for gender diverse and transgender youngsters and their families. The ad sees a teen playing a video game of her life, in which her enemies are made up of bullies, unsupportive family members and the internal struggle of a trans person.

“There is often a perception among open minded people that LGBT+ acceptance is no longer a problem, but that is very much not the case. A third of LGBT people aren’t out at work, while we are still seeing public examples of young people being abusive towards the LGBT community," said Mark Runacus, president of PrideAM.

“Advertising has the ability to develop positive role models in everybody’s lives and make a significant difference to the attitude of the general public. Through this competition we hope to shine a light on the issue and inspire other brands to pay more consideration to addressing LGBT+ issues, or to feature members of the LGBT+ community in their everyday work."

The agency won £100,000 of inventory from Gay Times, and will split a further $350,000 of ad inventory from YouTube with the other four finalists: adam&eveDDB, Engine, Crispin Porter + Bogusky and McCann London.


TV cake baking vs lemon squeezing How will you spend your (last pre-Brexit) Christmas? Outdated models mean agencies 'unable to do their best work' Shortlist for the Media Research Awards 2019 announced iPlayer's Record Breaking month - 334m total views

Related articles

BBH wins Grand Prix at 2018 IPA Effectiveness Awards PrideAM announces judges for LGBT ad competition PrideAM launches LGBT ad competition
Leave a comment

Thank you for your comment - a copy has now been sent to the Newsline team who will review it shortly. Please note that the editor may edit your comment before publication.



Data from Mediatel Connected
Find out more about the UK's most comprehensive aggregator of media data.

Arrange a demo

Newsline Bulletins

Receive weekly round-ups of the latest comment, opinion and media news, direct to your inbox.

More Info