IMAGE: Holland & Barrett’s winning creative from 2018’s ‘Women We See’ competition

Diversity in advertising competition

London is one of the most ethnically diverse cities in the world, yet this isn’t reflected in advertising across the city. 4 in 10 Londoners identify as ‘BAME’ or not white, 1 in 3 were born outside the UK, and more than 300 languages are currently spoken on our streets.

Diversity in advertising

  • 4
    in 10
    Londoners identify as 'BAME' or not white
  • 13%
    INCREASE
    in BAME representation since 2015
  • 9%
    DECREASE
    in black people who felt they were accurately portrayed in advertising
  • 7%
    decrease
    in Asian people who felt they were accurately portrayed in advertising

Data source: Lloyds report: ‘Ethnicity in advertising: Reflecting Modern Britain in 2018.
Percentage change is from 2015.

Whilst representation has increased within advertising this can often feel like a ‘tick box’ exercise. Advertising generally still lacks authentic portrayals of people from our Black, Asian or minority ethnic communities, with realistic depth and resonance. Unfortunately, one-dimensional, inauthentic or tokenistic portrayal can actually reinforce stereotyped attitudes and perceptions.

For the second year running, City Hall and TfL are launching an advertising competition. Building on 2018’s success in challenging attitudes around gender inequality, we are asking for a campaign that reflects London’s ethnic diversity. We are looking for authentic portrayals of people from our Black, Asian or minority ethnic communities, with realistic depth and resonance. 

The winning campaign will win £500,000 worth of advertising space across the TfL network. The winner and up to two runners-up will be announced in February 2020.

The competition entry window closes at 5pm on 12 December. Take a look at the terms and conditions.

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