"We wanted to represent families of all kinds."
Samuel Leighton-Dore

10 Jul 2018 - 2:04 PM  UPDATED 10 Jul 2018 - 2:04 PM

Swedish car company Volvo has launched a new campaign coinciding with London Pride.

The UK branch of the car manufacturer partnered with advertising agency Grey London to install a series of redesigned inclusive family car parks in local Westfield Shopping Centres, referring to the project as 'The New Family Model'.

While the parking spaces normally depict a mother and baby or opposite-sex parents with a child, the new spaces show pairs of same-sex parents with their children.

Mike Johnstone, Marketing Strategy Director for Volvo Car UK, said that launching their new vehicle was a great opportunity to celebrate the modern family.

“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 said.

“According to the Office of National Statistics, 65% of U.K. families are non-traditional,” adds Joseph Ernst, creative director at Grey London.

“But the family iconography we see every day still doesn’t reflect this. To launch Volvo’s ultimate family car, the new V60, we wanted to represent families of all kinds. The Volvo Family Icons are a celebration of the broad spectrum of diverse families living in the UK today.”

Anger as anti-trans protesters disrupt London Pride parade
“We do not condone their approach and message and hope the actions of a very small number people does not overshadow the messages of the 30,000 people marching today.”

This woman proposed to her police officer girlfriend during London Pride
Thousands marched at London's 45th annual Pride parade over the weekend—marking 50 years since homosexuality was decriminalised in England and Wales.