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Never March Alone emphasises LGBTQIA+ support and allyship for the trans community.

The campaign features a series of beautiful and uplifting portraits of trans people alongside their queer allies. The photographs capture trans people being comfortable as their authentic selves, a feeling that is facilitated by the unconditional support of their ally. As well as a physical exhibition of the portraits, the campaign will be rolled out across London at high-profile locations including Piccadilly Lights and the Outernet, as well as social, digital and radio.

Never March Alone show transgender people as they authentically are: multifaceted individuals with rich and rounded lives, jobs and relationships, rather than just a marginalised minority who are persistently persecuted in the media, often for political ends.

According to a recent study by Involve, 74% of the public believe that depictions of trans people are either negative or highly negative. Getty Images’ VisualGPS consumer research also suggests a consistent lack of trans visibility in everyday life. Over half of people surveyed said they have rarely or never seen trans people in normal, everyday settings. 49% of people claimed to have rarely or never seen transgender people experiencing joy.

The production choices in the campaign have been deliberately made to learn from and empower the trans community, as well as commissioning and paying them for their work.

TMW Unlimited worked with creative consultant, Rico Jacob Chace, to ensure an authentic trans perspective was included throughout campaign conception and development. Chace also features in one of the campaign’s portraits alongside his girlfriend. TMW Unlimited also funded an internship for a trans student to work alongside the team on the campaign's production.

All images have been shot by a trans, non-binary, or queer photographer from Getty Images. The campaign will result in a wider array of imagery of trans people and trans allyship becoming available in Getty Image’s image library, promoting visibility of more authentic representations of everyday trans lives.