IDEA
The campaign centered on a single question shared across social platforms:
“When have you felt truly loved or wanted in London?”
From that prompt, real stories from everyday Londoners began to emerge. These personal accounts of kindness, inclusion, and care became the emotional core of the campaign.
Our strategy focused on using the Mayor’s platforms to highlight these voices and show the city’s diversity in a deeply human way. The approach prioritized empathy, visibility, and authenticity over formal political messaging
The Mayor’s feed was transformed into a space of community storytelling.
We collaborated with local influencers across London who represented a range of cultural backgrounds, age groups, and communities.
Each creator shared their own memory or story of being embraced by the city.