Channel 4 has become the exclusive broadcast partner to air Pride in London’s first ever television adverts which will mark 50 years since Parliament first voted to start legalising homosexuality.
The four films will be shown during a special season of programmes on Channel 4 which marks the anniversary of the the Sexual Offences Act 1967 – the first piece of legislation which partially decriminalised homosexuality.
The 30-second spots follow the stories of four characters who have each lost a relationship with a loved one due to not accepting their sexuality.
The four narratives have also been combined in a 60-second and 90-second spot, the latter of which will run across cinemas during the campaign period.
The films, created by advertising agency WRCS, will air on Channel 4 and More 4 from 24 June to 9 July in the run up to the pride marches which will take place across the UK on 8 July.
As part of the partnership, Channel 4’s 'falling blocks' will be reversioned into rainbow colours to reflect the LGBT+ flag.