FOI - '10 Years Together' campaign [Jul 2026]

I am writing under the Freedom of Information Act 2000 to request information on the recent campaign by the Mayor of London advertising what has happened since Sadiq Khan came to power 10 years ago.

Examples of this campaign can be seen at these URLs*:

1. As well as a grand total, please break down what costs were incurred by the GLA or other public bodies for this campaign, such as costs incurred to advertise, display, design, print, etc. including external agency costs and internal budget allocations for staff on the project.
2. The formats this campaign takes (e.g. public transport posters, newspaper advertising, social media) alongside the number of instances in this format (number of posters, number of titles in news, etc.), specifying the unit for each number. 
3. How many of these posters were placed outside of the Greater London region? 
4. Which advertising or PR agency was handed the contract to design/execute the campaign? 
5. By which metrics is the success of the campaign measured? 
6. The job titles of the officials who signed off on the campaign and the dates they did so.
7. The source of funding for the campaign.

Our response

I can confirm that the GLA holds some information within the scope of your request.

In accordance with the Greater London Authority (GLA) Code of Conduct, Appendix 2, “4. The Mayor is required by statute to give publicity to his/her strategies and engage in various communications with the public.” As per the specification above, the objective of the campaign is to ensure that Londoners know what has been delivered over the last 10 years.

With trust in public institutions at an all-time low, the need to demonstrate real delivery has never been greater. GLA research shows Londoners have a strong desire to learn more about what the Mayor is doing, what he has achieved on their behalf, and to see evidence of tangible outcomes that affect their lives and communities. Three in four Londoners (77%) say it is important to see or hear about what is being delivered in London with their taxpayer money, showing a large audience of Londoners who want to know more.

Against a backdrop of harmful, false narratives about London being spread widely across social media, this campaign highlights the real progress achieved over the last decade. Sending out a positive message about London, and highlighting its successes, helps to make the capital a more attractive place for people and businesses to live, visit, study and to invest in – thus boosting London’s economy and reputation.
 

1. The total costs incurred by the GLA to advertise, print and display the ’10 years together’ campaign is £2,409.16. There were no external agency costs. Internal hours/costs are not logged according to specific projects in this manner.
2. The campaign ran across 1533 public transport posters, online ads and a one-day quarter page Metro print advert. In addition, 53 digital screens were used in the city via pro bono media partnerships.
3. The allocation of TfL inventory is provided at no cost and the GLA does not have control over the specific locations of the posters.
4. No agency was procured to support with the campaign.
5. The campaign is measured through awareness and engagement metrics relating to the campaign creative and messages.
6. All campaigns are signed off by the GLA’s Assistant Director for External Relations and the Mayoral Director for Communications.
7. The campaign was funded by the GLA’s central marketing budget