Happy Valley Pride returned to Hebden Bridge and the Calder Valley for its 10-day celebration of creativity, inclusion and community spirit (18–27 July 2025). Headlined by BBC Drag Race UK winner Ginger Johnson at the free Big Day Out on 26 July, the programme mixed national names with a proudly local heart.
Be Broadcast used its Little Book service to place the story on Gaydio, the UK’s leading LGBTQ+ station, ensuring the festival’s joyful, community-first message reached national audiences at the right moment.
Challenge
- Position a rural Pride festival, founded in response to hate, as a national-calibre event while keeping community access central.
- Ensure coverage highlighted the balance between headline names and grassroots culture.
- Drive visibility for the free Big Day Out to maximise footfall.
Action
We matched the story with Gaydio’s audience through Little Book ahead of the Big Day Out. Media materials spotlighted the festival window (18–27 July), the family-friendly Big Day Out (26 July), and standout names: Ginger Johnson with fellow Angels of the North Michael Marouli and Tomara Thomas, alongside cultural headliners Jeanette Winterson, Le Gateau Chocolat, Jacob Alon and Duckie.
Results
- Coverage secured on Gaydio, taking Happy Valley Pride’s story to national LGBTQ+ listeners at peak pre-event timing.
- Key messages reinforced: free, inclusive, community-led and rooted in Hebden Bridge and the Calder Valley.
- Festival reputation strengthened as a rural Pride with national reach and heart.
Key Takeaways
- Little Book created the right editorial fit between festival assets and Gaydio’s audience.
- Coverage amplified Ginger Johnson’s headline role and gave audiences a clear invitation to attend.
- The placement showed how targeted media can elevate local festivals into national conversations without losing their grassroots identity.
