An interactive social media and art activation using the hashtag #poweredbypride has been launched by the fitness club Equinox in support of the LGBTQA community and celebration of worldwide pride events.

Equinox has partnered with Los Angeles based artist David Flores to create an interactive mural in London, New York, and San Francisco.

In London, #poweredbypride is raising funds for the Pillion Trust, an organisation offering the LGBTQ community a safe place if struggling with issues surrounding sexuality.

Every time one of us tweets #poweredbypride Equinox will donate £1 to the charity.

In support, Russell Brand reached out to more than 10 million Twitter followers in a single day by tweeting a photo of himself posing in front of a mural of two men kissing on Soho’s Berwick Street with this message “Russell Brand @rustyrockets Unlikely though it may seem, given my outfit – this helps gays. Homeless charity gets a quid #POWEREDBYPRIDE.”

Head down to Brewer Street, check out the murals and get Tweeting.