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Norwich Pride

Case study
Bus stop advertising screen featuring Norwich Pride

Norwich Pride is a celebration of the lesbian, gay, bisexual and trans (LGBT+) community for everyone. Their vision is to turn Norwich into a rainbow and to ensure Norwich remains a city where everyone can feel safe and proud to be themselves: for Norwich to be a City of Diversity.

Category: Charity

Format used: Digital bus shelters

Key result: Increased awareness

Client Objectives

“The explanation and procedure was conveyed to us in a clear and concise manner and we have our account manager to thank for that.
The Adshel project itself was something that Pride had never undertaken before, so the costing and the form of the advertising was a new experience. My colleagues on the Pride committee were very supportive and realised that the innovative concept of the Adshels was well worth trying.”

The Campaign

“The placement of the panels appealed significantly. The main thoroughfare through Norwich would provide a very high footfall.
This in itself was a huge attraction in making the general public aware of the coming Pride day. We wanted the posters to portray the colour, the exuberance, the diversity and the fact that it was Norwich that was on show so hopefully all who saw the posters would be aware that Pride was targeted an event for all the community.”

The Results

“The digital Adshels were viewed by a lot of people so in that respect the campaign achieved its aims and objectives.”

Wendy’s Top Tip

“If advertising in such a high profile way, such as we undertook, is something that you have never been done before then there is an element of stepping into the unknown. However, my reasoning for the commitment to the Adshels was that there has to be innovation year on year to promote such a project as Pride. You cannot stand still and rest on your laurels. Creating an awareness of Pride, raising the profile, sending out its message of diversity and respect for everyone and in the process gaining new audiences, has to use the oxygen of advertising. There is always a risk in advertising but you have to try.”

Thanks again to the Wendy Seale at Norwich Pride. You can follow Norwich Pride on Twitter @NorwichPride or visit their Website: www.norwichpride.org.uk

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