It comes at a time when trans and non-binary people face increasing amounts of hatred from politicians and the media, with discussions about their rights framed as the so-called ‘trans debate’.

In fact, 74 per cent of people in the UK believe depictions of trans people in the media are either negative or highly negative, according to a recent survey conducted by Pride in London and Involve.

The new campaign will seek to show the joy within the trans+ community and the brilliant, multi-faceted individuals that it encompasses.

‘Never March Alone’ will come to life through a series of photographic and video portraits of members of the trans and non-binary community and those who stand with them.

These will be shown across digital billboards, social media and will help frame the content on the stage during Pride in London.

READ MORE: Pride in London awarded funding to deliver capital’s celebrations until 2027

The work was developed with a group of trans advocates including Mz Kimberly, Hannah and Jake Graf and Dani St. James to help highlight the importance, vitality and unwavering spirit of trans and non-binary people.

“London is renowned across the globe as a beacon of inclusion and diversity, and Pride is part of the reason,” said Mayor of London, Sadiq Khan. “The march of solidarity and celebration has helped to change our society and I’m pleased that this year’s campaign will be in support of the capital’s trans and non-binary community. In London you are free to be who you want to be and to love you want to love, and in July more than 1.5m people will once again take to the streets to send that message to the world.”

Christopher Joell-Deshields, CEO of Pride in London, added: “Pride in London is much more than a celebration of our vibrant community; it is a powerful gathering that fosters unity and support.

“Amidst the ongoing adversity faced by the LGBT+ community worldwide, we want every trans and non-binary person to feel the unwavering solidarity we offer. You are not alone – we stand with you.”

London celebrated the ‘biggest Pride in British history’ in 2022

Last year, London celebrated what is believed to be the largest Pride in British history with more than 1.5 million attendees.

The events held on 2 July marked Pride in London’s first showing in the capital since 2019 after the COVID-19 pandemic forced it to be cancelled in 2020 and 2021.

READ MORE: Majority of anti-trans adults don’t know any trans people, study finds

This year also coincided with the 50th anniversary of the UK’s first Pride march, with veterans from the Gay Liberation Front leading the parade with chants such as “3, 5, 7, 9, lesbians are mighty fine”.

Pride in London will take place on 1 July this year.