50 Years of pride
Celebrating 50 years of Pride with a campaign that put community and creativity at the heart of The Royal Mint.
Some campaigns just shine brighter. The Royal Mint’s 50 Years of Pride UK coin marked half a century of the Pride movement - and the first time an LGBTQIA+ theme had been celebrated on a UK coin.
I led the PR launch with my team, building a story that combined cultural impact with real purpose. Alongside national coverage highlighting the design and its meaning, we made sure the people behind the coin were front and centre. I captured photography with the designer at their London studio to accompany the main press release, bringing human warmth to a heritage brand story.
Partnerships were key. I worked with the Pride in London comms team, inviting them to The Royal Mint to strike their own coins and see the process firsthand - sparking conversations around diversity and inclusion that went beyond the product itself.
Internally, I collaborated with the Mint’s LGBTQIA+ committee, Enfys, to ensure the campaign reflected its own values. Together we developed internal comms to sit alongside the external work, hosted hybrid events for employees, marched with a 50‑foot inflatable coin at the London Pride parade, and even introduced a permanent rainbow crossing on the factory site - a small but powerful symbol of commitment.
The result?
650+ pieces of media coverage across UK and international press.
40,000 sign‑ups to the “Register Your Interest” page - the Mint’s biggest sales driver of 2022.
A campaign that delivered pride in every sense of the word.