MATT LEGG is on a one man mission to make his hometown visibly inclusive for everyone, no matter their gender, race or sexuality.

He has been asking local businesses to display a rainbow poster in their window, advertising the business as welcoming to all races, all faiths, all genders and all sexualities.

His belief is that the promotion of equality and diversity in the community really helps marginalised members of society feeling included and safe.

"Unfortunately, in our society these groups often feel left out or unwelcomed, so a little bit of proactivity and representation by everyone really goes a long way," said Matt of his campaign in Chepstow, Monmouthshire.

"For total clarity, displaying such a sticker in your window does not mean you are an exclusively gay or black venue," he explained.

"Rather it makes it explicit that LGBTQ+ and people of colour can feel safe and are welcome in your venue.

"It's a small action that could have a large effect on those that often feel excluded."

The posters Matt has been distributing have the rainbow colours and the message 'This shop is for you, me, him, her, they, them'.

Promoting the campaign on social media, Matt said he was initially disappointed and surprised by the number of "negative and rude comments" from the local community in the border town.

"Then the tide turned and the post was flooded with positive comments," he said.

READ MORE:

"It's a public display of support so that everyone knows they are welcome - particularly powerful in pubs and bars as well as with service providers so that people can be assured they can feel safe being themselves and discrimination in these public places won't be tolerated."

So far, the campaign has received enthusiastic support from Chepstow businesses such as Tell Me Wine, the Five Alls pub, Silver Circle Tasting Room, the Hair Lounge and the Optical People.

If you value The National's journalism, help grow our team of reporters by becoming a subscriber.