Manchester Pride Festival
Showing our Pride
for Manchester
Manchester Pride is a beacon of celebration and support for the LGBTQ+ community in Greater Manchester.
As a charity, it champions equality and fights discrimination, creating events that aspire to reflect the pride and talent within the LGBTQ+ community. Its flagship event, the Manchester Pride Festival, draws over 650,000 attendees during the August bank holiday weekend.
The Challenge
Manchester Pride is more than its globally recognised annual festival. As significant as the Manchester Pride Festival is, our challenge was to not only encourage ticket sales for the festival, but to also raise awareness of the charity’s broader work, expanding its reach beyond the local community and continually maintain a positive sentiment towards the charity.
The solution
Media outreach
Targeted media outreach across high-profile platforms.
Key profiling
Key profiling and interviews with organisational figures.
News generation
Dynamic news generation to keep the charity’s work in the public eye.
Event management
Comprehensive event management for the pride festival.
Social media
A tailored paid social media campaign.
Video content
Development of authentic video content for social advertising.
Audience targeting
Data-driven audience targeting on facebook and instagram to navigate lgbtq+ safeguarding protocols.
Key Coverage
Our extraordinary thinking
We knew that compelling narratives to humanise Manchester Pride’s work would engage audiences emotionally and intellectually. To ensure cut-through, we balanced sobering realities with uplifting messages to inspire action. Our extraordinary thinking was rooted in three key pillars:
Empathy-driven storytelling:
Case studies highlighting the lived experiences of individuals benefitting from Manchester Pride’s initiatives.
Dynamic campaigns with purpose:
Tied to key dates and talking points, such as National Coming Out Day, we combined practical guidance with real-life case studies around pertinent topics positioning Manchester Pride as a thought leader.
Vibrant festival promotion:
Behind-the-scenes content, artist interviews, and striking visuals celebrated the festival’s diversity. Advocacy was seamlessly integrated, with messages of allyship and inclusion featured in event programming, digital communications, and artist interactions.
Delivered
Our unique approach was multi-faceted, designed to celebrate the spirit of Manchester Pride while driving meaningful engagement:
- We engaged in intensive media outreach to enhance sentiment and spotlight the charity’s extensive efforts.
- Interviews and profiling efforts provided a personal glimpse into the organisation’s heart, fostering public connection.
- By tying Manchester Pride’s activities to wider social trends, we ensured their presence in relevant cultural conversations.
- Through case studies, we showcased the charity’s profound impact on lives, revealing the depth of its work.
- Our timely press office activity was strategically deployed to elevate festival promotion and spark widespread interest.
Results
Beyond the numbers, our campaign meaningfully contributed to the conversation around LGBTQ+ rights, ensuring Manchester Pride's message was heard loud and clear, far beyond the festival itself.
What our clients say
“As such a small and hands-on team it’s important to have partners that feel a real extension of our team and Jam is exactly that.
“The Jammers understand our challenges and bring creative approaches to ensure we deliver real impact. They create campaigns that connect with people in a genuine and meaningful way.
“With Jam’s support, Manchester Pride has been able to tell its full story, not just the events but the vital work of the charity year-round.
“I have thoroughly enjoyed working with the Jammers, and can’t wait for what’s to come.”
Lizzy MaginnessHead of Marketing &
Growth, Manchester Pride
