The campaign was developed from the knowledge and understanding that most people from the lesser known ‘+’ communities often feel forced to identify with LGBT, as these are the more typical mainstream communities recognised and celebrated at modern Pride. The ‘+’ is often treated as an etcetera

when in reality it symbolises much more.

By drawing attention to and celebrating the countless people who identify as something other than lesbian, gay, bisexual or transgender, we aimed to shift the meaning of ‘+’ from '...and others' to ‘...and more’, championing true inclusivity and a Pride that everyone can feel a part of.

Visitors to our stand who shared their personal connection to the ‘+’ were given a free personalised badge to wear and share their pride. More the 1300 badges were created on the Pride day.