We all Make London

The Mayor of London celebrates diversity and promotes mutual respect in a bold new campaign by The Elephant Room

London’s diversity is its greatest strength, which is why the Mayor of London, Sadiq Khan and the Greater London Authority 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 Elephant Room’s campaign, London for Everyone, are 2 films that demonstrate how London’s multiculturalism adds value to the city.

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 24th 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.