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.

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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.