Mayor of London, Sadiq Khan, and the Greater London Authority believe ‘We all make London’ and have launched a new campaign to celebrate the capital’s diversity, promote mutual respect and foster a sense of belonging for all in the capital.
At the centre of the London for Everyone campaign by inclusive agency The Elephant Room, are two films that demonstrate how London’s multiculturalism adds value to the city.
‘We all make London’
The first film features Londoners from different backgrounds and faiths together with footage of city life, from parks to pigeons, creating the rich tapestry that makes the city so special.
‘We all make London’, is a message of hope, encouraging all Londoners to respect and embrace each other’s differences.
In the second film, we see a diverse range of Londoners from North, South, East and West, alongside the words ‘From India, Poland, Nigeria, to Hillingdon, Ladbroke Grove, Hackney’, signed off with ‘We All Make London’.
The Elephant Room’s strategy was to make Londoners from a range of backgrounds visible, celebrating the unique contribution that every one of them makes to the vibrancy and diversity of life in London.
The campaign aims to help all communities understand that anyone who chooses to make the city their home can belong there.
In addition to the films, an OOH campaign across TFL and on London’s streets shares vibrant images of everyday Londoners from all different parts of London, along with copy signalling their background and where in London they live, signed off with ‘We All Make London’.
The campaign breaks on the Mayor of London’s channels this week, with media support starting Friday 24 November.
The roll-out continues with partnerships with many of London’s sport clubs, including Crystal Palace, QPR and Harlequins.
City Hall worked closely with different communities in London to help create the authentic campaign that builds up a sense of belonging.
The campaign shows that migrants – who make up one in three Londoners – get the chance to thrive/ feel welcome/ feel valued, our communities, culture and economy can only benefit.
Mayor of London, Sadiq Khan, said: “London’s greatest strength is our diversity and we simply wouldn’t be the city we are today without the input, energy and experiences of everyone who lives here.
“We have seen a concerning rise in hate crime across our city and nationwide. In times marred by division and fear, I am committed to seeing Londoners respond with unity and in hope.
“That is why I’ve increased funding to tackle hate crime in our capital and why I’ve launched our new ‘London for Everyone’ campaign.
“As we strive to build a better, safer and more equal London for everyone it is vital that we stand together and remember that we have far more in common than that which divides us.”
Nina Taylor, Executive Creative Director at The Elephant Room said: “As anti-immigration rhetoric rises alongside hate crime, fuelled by divisive politics, this brief from the Mayor of London feels timely and relevant, but also urgent and important.
“‘We All Make London’ is not just a campaign; it is a rallying cry, reminding us all that our collective strength lies in embracing our differences and celebrating what makes London truly exceptional.