“I’m sorry I pushed you away when you needed a mom most” is the poignant line spoken in a riveting new series of P.S.A.’s in the UK which feature people apologizing for rejecting their LGBT family members.

The campaign is part of Channel 4’s 50 Shades of Gay season, which marks the 50th anniversary of the partial decriminalization of homosexuality in England and Wales, and is also being run to help promote London Pride.

The ads address different facets of the LGBT community and include a  young man who admits he was embarrassed by his transgender sister. “I wasn’t going to get beaten up because you decided to be a girl.”