Pride

Inclusive parking spots celebrate LGBT families

Patrick Kelleher July 9, 2018
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LGBT+ parents may have gotten a surprise when they visited the Westfield Shopping Centre in London over the weekend to discover family parking spaces with a twist.

Volvo redesigned the typical family icons, which usually show a mother and child or a child with a mother and father, to instead show the different types of families that make up today’s society.

The images showed LGBT+ parent families, as well as single parents and children being raised by grandparents or other relatives.

Volvo Car UK

The Swedish car maker created the images to celebrate Pride and to mark the launch of their new V60 model, which coincides with their new advertising campaign, ‘The New Family Model’.

Visitors at Westfield were able to test drive the new model over the weekend while also taking a look at Volvo’s inclusive family icons.

Volvo launched the campaign to show the way the family has evolved over the years, and to show what families look like today.

Volvo Car UK

Mike Johnstone, Marketing Strategy Director, Volvo Car UK, said that their new model has provided them with the ideal opportunity to celebrate the modern family in all its guises.

“As the contemporary iteration of our mid-size family estate, the V60 perfectly reflects our human-centric approach to car design which aims to make its owners’ lives easier and safer,” he added.

Their new advertising campaign draws attention to the fact that 65% of UK families are non-traditional, and encourages people to be more aware of different kinds of families.

The campaign marks just one of many events that took part across London to celebrate Pride over the weekend.

Related topics: adoption, family, LGBT, same sex marriage, same sex parenting

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