Tag Offers Creative and Production Support for LGBTQIA+ Community in Brand New Initiative
This summer, Tag is reaching out to the LGBTQIA+ community and asking, ‘Could you benefit from free creative and production support?’ This is part of the company’s new initiative, launched last week to coincide with Pride Month - though necessarily going beyond it too - as part of its commitment to allyship that makes a real impact.
The initiative sees Tag offer its expertise and resources to five individuals or organisations who create or need to create content by and/or for the LGBTQIA+ community, and provide a day’s worth of support, free of charge, to reach new audiences, develop a campaign, record an advert, shoot a portfolio, or raise awareness about their cause. This will include:
- Shoot studio and production (Manchester-based)
- Photography studio and production (London-based)
- Sound studio, recording, and editing (London-based and remote)
- Post-production (London, Manchester, and Amsterdam-based)
- Creative studio (London-based)
- Cultural consultation (London-based)
Importantly, the initiative and campaign aren’t a one-off or confined to Pride Month. This is a year-long commitment acknowledging that real change happens slowly and that long-term allyship is a way to help make it happen. “At Tag, we believe in the power of our collective efforts. Our facilities, locations, talent, and expertise are not just assets for business; they are tools for driving social change and supporting the causes that matter. This Pride and beyond, we are dedicated to making a real, lasting impact on the LGBTQIA+ community, ensuring that our actions speak louder than words,” explains Tag’s Anastasia Brand, marketing director EMEA.
LBB spoke to Anastasia, The Gate Film’s Sasha Belford, filmographer and content creator, and Rhiannon Lewis, managing partner and EP, about the importance of continued allyship, consciously avoiding ‘pink washing’, and putting real resources behind the words.
LBB> Tell us how and why you felt it was important to be involved in this initiative?
Anastasia> Now more than ever, it is essential for brands to go beyond mere recognition of important causes and to take meaningful action in support of them. At Tag, we are committed to embedding diversity, equity, and inclusion (DE&I) into the fabric of our operations and culture. This year, we are excited to take our Pride initiative to new heights by leveraging our extensive resources, facilities, and expertise to make a tangible difference for the LGBTQIA+ community.
Our approach is twofold. Firstly, we’re building on the success of our open house studio event, hosted by our colleagues at The Gate, where we provided free studio space to LGBTQIA+ content creators who needed it but lacked the funds. This initiative not only showcased the creativity and talent within the community but also highlighted the importance of providing real, actionable support.
Building on this, we have launched the ‘Calling All LGBTQIA+ Champions’ campaign. Throughout 2024, we will select five organisations or individuals who are making significant contributions to the LGBTQIA+ community. These champions will have access to our top-tier facilities, industry-leading experts, and extensive networks. Our goal is to empower these champions to amplify their impact, whether through creating compelling content, launching new initiatives, or scaling existing projects.
This campaign is more than a one-off event; it’s a year-long commitment to fostering creativity, innovation, and support within the LGBTQIA+ community. By providing tangible resources and expert guidance, we aim to help these individuals and organisations overcome barriers, expand their reach, and achieve their goals.
Rhiannon> Because supporting the LGBTQIA+ community aligns with our core values. We believe in creating inclusive spaces where everyone can thrive.
LBB> When did the idea for this initiative first come about? What kind of conversations were the Tag and The Gate teams having?
Sasha> So, the idea for this initiative started earlier this year before Pride Month officially started because naturally, we have to pre-plan for major celebrations like this. A conversation was had between the creators at The Gate Films in Manchester, whereby we decided that simply posting about Pride during the month of June was simply not good enough, especially for a company with a big social platform. It's easy for brands to recognise a cause, and even easier to acknowledge said cause but not make an action to support it.
We planned to facilitate the community the best way we could, by lending our studio space and expertise to individuals wanting to make content but lacking the funding. We had such a huge influx of emails that we had to split the day in half and ensure more than one group was getting valuable studio time. It was then important from our end to promote the people using the space and the content they made, rather than just writing some copy for socials stating that we were allied with this community, benefitting their brands/work for exposure and bringing them the recognition that was much deserved.
Working with Ana and the wider DE&I team within Tag, we then decided to build on the success of the initiative and offer support from across all areas of the Tag production portfolio… which is what led to the launch of ‘Calling All LGBTQIA+ Champions’.
LBB> There’s a lot of ‘pink washing’ around Pride Month and LGBTQI+ issues in general. How do you approach being an ally in a meaningful, positive way?
Sasha> By offering something that genuinely makes an impact! Whether it be a shoulder to lean on during a friend's difficult time, showing up to protests or parades, educating yourself, making donations etc. It doesn't have to be a huge gesture, just a genuine one.
It can be easy to get caught up in the glamour and glitz of Pride month, because it's orchestrated as a celebration...which it totally is. But it's also a reminder of how far our community has come and how people have devastatingly suffered as a result of their sexuality in the past and sadly, the present still. So, it's about being aware and making a difference as and where we can.
Rhiannon> We’re taking real action to support the LGBTQIA+ community by offering our studio space and production expertise across Tag for free. This isn’t just about having a cool place for events, meetings, or creative projects – it’s about building connections and collaborations within the community. By providing our spaces, experts and world-class resources, we’re helping to amplify LGBTQIA+ voices, encourage networking, and strengthen the community. It’s a practical way to show our support and make a genuine impact.
LBB> What do you hope to give to the people who participate?
Rhiannon> We want to create a welcoming and professional spot where they can bring their ideas to life. We're all about supporting creativity, collaboration, and networking, helping to amplify their voices and build a strong community. Our goal is to help them grow and succeed by providing the resources and connections they need to thrive.
To enter, please contact EMEA marketing director Anastasia Brand at Anastasia.brand@tagww.com with the following details by Friday 26th July:
• Company/Charity/Organisation Name (if relevant)
• Company/Charity/Organisation Details (if relevant) – please provide background information and any relevant links
• Main Contact Full Name
• Telephone Number
• Email Address
• Production Service You Are Most Interested In (from the list above)
• Reason for Your Interest – please provide details on your project, what you wish to create, any deadline dates, etc.
Tag will contact all entrants during the week commencing August 5th to announce the five chosen individuals/organisations.
