• by Fern Siegel , July 22, 2022

Queer Britain, the U.K.’s first LGBTQ+ museum at 2 Granary Square, Kings Cross, officially opened July 20. And it’s augmented by an M&C Saatchi London campaign "The Place To Be Seen.”

Running across out-of-home, digital and social channels, the campaign honors the 50th anniversary of the UK’s first Pride March, using protest placards to underscore the power of visibility and self-acceptance.

The museum explores LGBTQ+ people, culture and history.

Its inaugural exhibition, “We Are Queer Britain,” includes various artifacts, such as Oscar Wilde’s prison cell door and the stage outfit that Years and Years’ lead singer Olly Alexander came out in.

Joseph Galliano, Queer Britain's co-founder-director, the former editor of the U.K.’s Gay Times, told NBC News: “Our next exhibition is going to be a sort of flag in the sand .... a cacophony of different community voices, artifacts, art objects, imagery and people.”

M&C Saatchi also provided strategic and brand support and helped to build the museum’s photo archive through a partnership with Getty Images.

Ben Golik, Chief Creative Officer, M&C Saatchi London, adds: “Most museums are places people go to see things. But this is a museum where queer people go to be seen.”

Clear Channel is the campaign’s media partner, supporting with outdoor space across London. Additional street posters are via the Jack agency. Long-form and social-film content were created by WendyVision. On-screen talent includes cast members from the Netflix comedy series “Heartstopper” — Tobie Donovan and Kizzy Edgell.

Despite advances in social acceptance, homophobic hate crimes are on the rise in Britain. Police-recorded hate crimes related to sexual orientation increased by 324% from 2011-2021, according to November 2021 UK government numbers.