The LGBT Foundation has unveiled its largest-ever national campaign, Hope Starts Here, aiming to spotlight everyday moments of connection, belonging and joy within LGBTQ+ communities across the UK.
Launching for Pride Month and running throughout 2026, the campaign combines a month-long digital showcase at Outernet London with nationwide billboards, social media activity and a summer roadshow. The initiative seeks to bring LGBTQ+ lives into public view at a time when rising hate crime and increasingly polarised debate have left many people feeling vulnerable.
At the heart of the campaign is a free immersive digital experience at Outernet London, running from Thursday, 4 June until Saturday, 4 July. Located in central London, the venue is home to what organisers describe as some of the most advanced screens in the world, providing a large-scale platform for sharing personal stories from across the community.
Rather than focusing solely on Pride marches or festivals, Hope Starts Here highlights how LGBTQ+ pride is lived year-round, often through ordinary relationships, friendships and family life. Campaign organisers say these everyday moments can be transformative, particularly for those who may feel isolated or unsafe.
The charity supported more than 50,000 LGBTQ+ people last year, many of whom required help with day-to-day challenges. The new campaign aims to remind audiences that, even in difficult times, a sense of belonging remains possible.
The Outernet experience will feature a series of personal stories, including that of Big Brother series 25 contestant Zelah Glasson, who reflects on reclaiming his boyhood through playing football with friends. Also featured is London-based skater Winona Wee, who describes finding joy, calm and community both on and off the board, supported by her husband and family.
The campaign also includes appearances from RuPaul’s Drag Race UK star Dita Garbo, Manchester-based influencers Dani and Jodie, and a range of community role models from cities including Manchester, Liverpool and Birmingham. Each shares their own experiences of connection and resilience.
Organisers say the campaign is designed to resonate beyond LGBTQ+ audiences by focusing on shared, recognisable experiences. By doing so, they hope to build empathy and foster greater understanding across wider society.
Sir Ian McKellen, a patron of the LGBT Foundation, has voiced his support for the initiative, expressing a desire for “pride - which is a wonderful word – to take over”, and highlighting the importance of everyday actions in helping people feel valued and at home.
Zelah Glasson said the campaign highlights the importance of visibility and support. “Hope and joy are not abstract ideas — they’re things everyone deserves access to in real, tangible ways,” he said. “For LGBTQ+ people, especially trans people, those can often feel harder to hold onto when you’re constantly being judged and having your existence debated. This campaign is a reminder that community, visibility and support aren’t optional - they’re essential, and they genuinely change lives.”
Dr Paul Martin, chief executive of the LGBT Foundation, said the campaign builds on previous work while offering a more celebratory perspective. “We’ve made real progress as a society, and that matters. But for many LGBTQ+ people, simply living their day-to-day lives is still questioned or criticised,” he said. “Hope Starts Here sits alongside our Refuse to Be Invisible campaign - one calls for change, the other celebrates the lives we’re fighting for. Together, they show there is far more that brings us together than pulls us apart.”
Scott Neal, creative director for culture and lifestyle at Outernet, said the partnership felt particularly timely. “At a time when division and negativity can feel overwhelming, this campaign uses the power and scale of our screens to celebrate connection, joy and belonging,” he said. “We’re proud to help amplify everyday LGBTQ+ stories in the heart of London.”
Alongside its high-profile digital and outdoor presence, Hope Starts Here will also travel around the country through a Pride Roadshow later this summer, supported by Barefoot Wine.
The LGBT Foundation is encouraging people to get involved by sharing their own stories, supporting the campaign or donating via its website.
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