A new series of public service announcements feature people apologizing for rebuffing their LGBT family members.

Four 30-second spots, which promote London Pride next month, are airing on Channel 4 and address different facets of the LGBT community.

In one, a mother says "I'm sorry I pushed you away when you needed a mom most." In another, a young man admits he was embarrassed by his transgender sister. “I wasn’t going to get beaten up because you decided to be a girl," he confesses.

The campaign is part of Channel 4’s 50 Shades of Gay season, which marks the 50th anniversary of the partial decriminalization of homosexuality in England and Wales.



“We have come a long way in 50 years, yet we face daily reminders that the global battle for true equality is far from over, and rights hard won can be threatened, attacked and taken away,” said Iain Walters, head of advertising for Pride in London. “Standing together with Channel 4, we will send a powerful and positive symbol of acceptance, support and friendship.”

Pride in London is looking for more Londoners to share their stories as part of the ongoing “Love Happens Here” campaign.