Shoppers are turning their attention to community-led events as Liverpool’s LGBTQ+ FLOWERS Awards push back against ugly online abuse; founders say the ceremony, the training work behind it, and visibility are exactly what the region needs to protect mental health and celebrate local impact.

Essential Takeaways

  • Founders’ mission: The FLOWERS Awards were set up to honour Drew Cockton’s legacy and celebrate LGBTQ+ people, allies and businesses across the North West.
  • Visible response: Organisers publicly condemned homophobic comments aimed at the event and plan to continue celebrating Pride and community work.
  • Support work: The Collaborative Network also trains people to spot and respond to mental-health crises, giving the awards a wellbeing purpose as well as a celebratory one.
  • Event details: The FLOWERS Awards 2026 take place on Friday 16 October at Titanic Hotel Liverpool, combining ceremony with community recognition.
  • Emotional weight: Founders say abusive comments aren’t “just words” , they can harm people already struggling with identity or mental health.

Why the FLOWERS Awards began , a quiet tribute that grew into something public

The FLOWERS Awards started as a personal tribute to entrepreneur Drew Cockton and have since become a regional fixture, full of colour and warmth. According to organisers, the event celebrates LGBTQ+ leaders, businesses and allies while keeping Drew’s memory alive through positive action. It’s a lovely, tactile thing , think laughter, Pride flags and plain human gratitude , and it also has a serious purpose: to show that recognition matters, especially where visibility can feel risky.

Set up by Joe Hollywood and Mike Skeggs, the awards grew out of a need to honour contribution and to offer a platform for community excellence. That backstory matters because it explains why attacks on the event land so heavily; this isn’t just an awards night, it’s a community lifeline.

The online backlash , what happened and how organisers reacted

A recent promotional post for the ceremony drew a wave of homophobic comments that the organisers rightly described as shocking. Joe Hollywood spoke out, noting how phrases that pathologise LGBTQ+ people have become worryingly common. He pointed out the real-world fallout: for someone fragile or questioning, hostile language can deepen isolation and harm mental health.

The organisers refused to be silenced. Instead they used the moment to underline why they exist , to celebrate, to support and to stay visible , and to call attention to the need for better public conversation about LGBTQ+ lives.

Beyond trophies: training, mental-health support and practical impact

What sets the Collaborative Network and the FLOWERS Awards apart is the combination of celebration and practical support. The group runs training to help people recognise and respond to mental-health crises, so the awards aren’t a stand-alone feel-good night; they sit alongside hard work to keep people safer and better supported. That dual approach makes the event more resilient: it’s not only about applause, it’s about building skills and networks that matter year-round.

For anyone thinking of getting involved, a useful tip is to look beyond the ceremony , volunteer for training sessions, sponsor a category, or simply turn up. That multiplies the event’s value and brings support to people who need it.

How this fits into wider trends around Pride and visibility

Regionally and nationally, there’s been an uneasy rise in hostile rhetoric aimed at LGBTQ+ communities, from online abuse to public incidents that attract police or media attention. Liverpool’s awards are part of a broader countertrend: organisations, businesses and football clubs are increasing visible support for Pride and LGBTQ+ causes. That visibility can be reassuring for many, but it also invites backlash, which organisers must be prepared for.

Still, the prevailing view among event founders is clear: pulling back isn’t the answer. Visibility, when combined with safety measures and community support, remains the best tool for normalising queer lives and protecting mental health.

How to support the FLOWERS Awards , practical ways to help

If you want to back the awards, you don’t have to be on a red carpet. Buy a ticket, nominate someone making a difference, volunteer on the night or donate to training programmes. Local businesses can sponsor a category, and individuals can amplify positive messages online to counterbalance abuse. Small actions add up, and organisers say that visible support from allies makes a real difference to people who might otherwise feel alone.

Call it common sense: show up, speak kindly, and champion local efforts that combine celebration with practical help.

It's a small change that can make every event , and every life , a bit safer.

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