A bit more about the creation of QueerJoy & why it matters
Why #QueerJoy matters
Because the challenges facing queer youth are uniquely tough. During a pivotal time in their lives they are disproportionately affected by anxieties regarding their future.
In a collaborative workshop with akt’s youth (a charity supporting the UK’s LGBTQ+ young people aged 16-25) we unearthed a heartfelt request and need from them to actually see more queer role models ‘who’ve been there, done that’ and are still/now smiling!
And because 56% of 18-24 year olds across the UK don’t identify as 100% heterosexual (YouGov, 2018). Yet LGBTQ youth are x4more likely to attempt suicide (Trevor Project 2022).
That’s why this summer we’re supporting queer youth across the UK through an uplifting, empowering campaign developed by a team of volunteer partners and empowered queer talent to address this.
#QueerJoy - fuelled by queers throughout
It all started with a simple question
In 2023 the British LGBT Awards & creative agency distillery asked the question “what do queer youth want to see in advertising during pride”. The answer came from the young people supported by akt (the UK’s charity LGBTQ+ for young people). Five months later, & 5 pro-bono project partners, #QueerJoy was launched.
… Ok there’s a bit more to it!
They told us
There is a need to hear from authentic & relatable queer role models. They don’t often have or see stories of relatable, fulfilled queer people. Without it, it’s hard for them to see what the future may hold.
They asked for
More, positive representation of older queer people who testify to not only survival but satisfying, content lives that young people could find hope in. Keep it authentic, keep it positive and drop the sentimentality.
They kept us focused
From start to finish the group steered us true and positive, ensuring the resulting campaign is authentic but drops the sob stories.
To bring the young people’s vision to life we did a call out across networks and a public call on socials for a diversity of queer people who felt comfortable sharing their resilient queer joy and words of wisdom. The result was 7 wonderful souls coming together on one day to simply testify to their authentic joyful truths, with no scripts, no pressure.
And by all accounts they found joy in the experience itself too! – “Believe me, growing up I never dreamt that I would be offered opportunities to speak my Queer truth, and to be empowered to tell it on camera by such a skilled, talented young Queer group of professionals. I have everything to be grateful for 🙂” – Kevin (contributor)
The best output comes from authentic input so to ensure the output stayed true to our queer young people’s input, and ensure a positive experience, we invested in queer talent to craft, capture and develop the content to get it out there and seen.
Queer people had a role from the initial workshop creation right through to the final edit and media distribution. With queer representation from all of the enabling partners, and the use of distillery’s studio d,, we were able to raise up and ensure queer people were at the helm behind the scenes with allies, from start to finish.
As the crew testified to themselves:
“It was amazing to see the project unfold and to be in a space where all those stories were being shared. I can’t wait to see the project out there so people can have a taste of what we experienced in the room. It was very powerful, moving and joyful! A wholesome collaboration and amazing to work with such diverse crew and talent.” – Abi (crew)
“It was such a pleasure to be on the shoot, I had an amazing time. It was so beautiful to hear everyone’s story and to see a side of our community’s history that isn’t fraught with loss and grief. It’s so vital to see that we can grow old and lead queer lives with joy and love. Growing up, the narrative of queer experience I was shown in school was one of depression, suicide and lack of tolerance. The ‘it gets better’ campaign was prominent but it felt like the expectation was that it would be something that needed to get better, that we couldn’t have joy and acceptance now, only in a potential future. That being queer was inherently difficult and miserable. If I could have seen and heard these stories and had older role models when I was 16/17 and first coming to terms with my identity it may have made the road to self acceptance a lot easier.” – Felix (crew)
Creative partner: | Charity partner: akt | Outreach partner: British LGBT Awards | Media partners: YouTube & Brand Advance
#QueerJoy now needs you to share the resilient queer joy you can see in your life, with the hashtag #QueerJoy on your social media. Or simply share these videos with others! Your contribution will build a movement of good vibes, providing hope to young queer people who need to see more of it in real life! It doesn’t need to be perfect, it just needs to be real & shared.
Share the joy!
1. Help the joy be seen – simply share your favourite #QueerJoy video(s) on your socials & tag someone who’d appreciate it
2. Add to the joy – share your own words/ memories/ tips of resilient #QueerJoy. (E.g. Do it in a quick YouTube Short & tag (or however & wherever you prefer!))
Help show the next generation that there’s success and happiness to be found in being your authentic self as you go through life.