ADD2002 Communicating London’s role in relations to the EU

Type of decision: 
Assistant Director's decision
Code: 
ADD2002
Date signed: 
24 May 2016
Decision by: 
Mark Kleinman, Assistant Director of Economic and Business Policy

Executive summary

The Mayor has stated publicly that the United Kingdom’s membership of the European Union is central to London’s social and economic life. As such, he has requested that a short communications campaign is undertaken to communicate this.

 

Decision

That the Assistant Director of Economy & Business Policy approves up to £25,000 campaign budget to communicate the Mayor’s position.

 

Part 1: Non-confidential facts and advice

Introduction and background

The Mayor considers that the United Kingdom’s membership of the European Union is vital to London’s economic and cultural dynamism. As such, he has requested that a short communications campaign is undertaken to communicate this.  

 

Objectives and expected outcomes

The activity is planned to take place from 23 to 26 May.  The aim is to capture the voice, diversity and vibrancy of Londoners highlighting its diversity and its strengths and, the role Europe plays in supporting and developing these aspects of London life. 

The activity in the run-up to the pre-referendum period (which commences on 27 May 2016) will include reference to the GLA’s policy position in relation to the UK’s membership of the EU.

The campaign will use existing resources where possible but will generate new material. London.gov.uk will host a number of assets throughout to support public information – including a map of London highlighting key projects enabled through EU funding. There will be advertising in newspapers and on social media.

 

Equality comments

Officers confirm that there are no adverse implications under the public sector equality duty in relation to the procurement and commissioning of the activities described above. The GLA will ensure that participants are sourced through a range of networks, organisations and communities and that all communications are designed to be as accessible as possible.

 

Other considerations

The Mayor campaigned on a strong, positive platform for the UK to remain a member of the EU and that this was good for London. Surveys of business (large and small), sectors (science and tech most notably) and the creative and cultural industries in London all show a majority support the UK remaining in the EU.

The Monitoring Officer has been consulted on this particular initiative and has confirmed that it is consistent with pre-referendum rules.

 

Financial comments

This activity will be funded from the 2016/17 Minor Programme Budget held by the Executive Director,

Design, Development and Environment.  Any changes to this proposal will be subject to further approval via

the Authority’s decision-making process.

 

Planned delivery approach and next steps

The campaign will use existing resources where possible but will generate new material. London.gov.uk will host a number of assets throughout to support public information – including a map of London highlighting key projects enabled through EU funding.

In addition, we will purchase space and time in newspapers and on social media.

  • £18,365.29 will be spent on a full page Metro ad on Thursday 26th May. This ad has a reach of 2,180 (000's), 20.60% @ all London adults.
  • £5,000 will be spent on Facebook advertising targeted at 18-40 year olds in London. This advertising will run from the 24th – 26th May and we have a target of 15,275 clicks to the London.gov website. This target has been set by our media agency, MEC.

Activity

Timeline

Campaign commences

23 May 2016

Campaign ends

26 May 2016

Pre-referendum period commences

27 May 2016