Target Audience

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The target audience for this project is members of the LGBTQ+ community and allies across the Liverpool City Region.

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Challenge

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Pride in Liverpool was cancelled just seven weeks before the annual event was due to take place. Local LGBTQ+ charity Sahir stepped in to make sure that Liverpool’s Pride would go ahead, launching a campaign to raise £60,000 to make sure it could go ahead.

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Solution

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Working with Sahir, we developed a fully-integrated communications and stakeholder plan to generate fundraising and drive awareness that Pride had been saved. The strategy outlined timed announcements of different plans for the event - from the route to the performers - to keep momentum for Liverpool’s Pride going strong. We collaborated with with the Liverpool City Region Combined Authority, Liverpool City Council and the Merseyside Police Commissioner to ensure that all press announcements were shared and consistent.

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Through the Kenyons & Co network, Sahir was able to appear on a local podcast, recorded at our studios, to promote the fundraiser and plans for the main event.

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We also attended Liverpool’s Pride to deliver photography throughout the day, ensuring Sahir has a catalogue of images that they can use on future materials to drive fundraising efforts.

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You can read more about the journey to make it possible, here.

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Results

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More than 50 pieces of coverage secured in local press, including BBC and ITV Granada Reports.

£60,000 fundraising target surpassed.

Tickets for Liverpool’s Pride event at M&S Bank Arena sold out.

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