FOI - London for everyone [Jan 2024]

Your request 

With respect to the recent advertising campaign including ‘London for everyone’/‘we all make London’ etc (an example of which is attached) please provide the following information:

1. A list of the outlets where this advertising has been placed (across all forms of media, a list of radio stations, newspapers, London Underground etc)
2. An estimate of the number of posters printed for the campaign.
3. An estimate of the number of these posters placed on the TfL network.
4. The cost of this advertising campaign so far (from 1 January 2023 up to 13 December 2023), an estimate will do.
5. The date when this advertising campaign will end
6. The total budget for the whole advertising scheme
7. The budgeted spend remaining up until the end of the campaign from today (13 December)
8. Copies of internal City Hall meeting documents where the campaign was discussed/ principles and budgets agreed upon

Our response

This campaign brings together communities across London, promoting mutual respect and providing targeted support to new and at-risk migrant communities, such as Ukrainians and Hong Kongers. The Migrant Londoners Hub includes information on available support services in London and over 40,000 people have accessed this resource.

1. A list of the outlets where this advertising has been placed (across all forms of media, a list of radio stations, newspapers, London Underground etc).

• TfL inventory (London Underground DR poster and DLR car cards)
• Posters placed across out-of-home sites such as on bus stop shelters
• Social media channels including Youtube, Instagram and Meta
• Local press ads, leaflets and posters signposting people to the Migrant Londoners Hub. The leaflets were delivered to libraries, community centres and other partner organisations in a range of locations across London.

2. An estimate of the number of posters printed for the campaign and placed on the TfL network.

1,389 posters were printed for this campaign and of these, 962 were for the TFL network.

3. The cost of this advertising campaign so far (from 1 January 2023 up to 13 December 2023), an estimate will do.

The GLA has spent £148,973.42 on this campaign. Since July 2023, this spend has helped drive Londoners to support services via the Migrant Londoners Hub (over 40,000 people have accessed this resource so far) and sought to promote unity amongst communities and mutual respect for Londoners’ different backgrounds. Value in Kind support for the campaign is already at least £400k, plus £8,970 of pro-bono agency time on concept and production, with further partners and opportunities to come.

4. The date when this advertising campaign will end?

The campaign is scheduled to run until early 2024.

5. The total budget for the whole advertising scheme

The marketing budget for this activity is £197,069.52.

6. The budgeted spend remaining up until the end of the campaign from today (13 December)

The remaining budget is currently projected to be £48,096.10, including research.

7. Copies of internal City Hall meeting documents where the campaign was discussed/ principles and budgets agreed upon

Unfortunately, to provide the information you have requested in part 8 of your request would exceed the ‘appropriate limit’ of £450 set by the Freedom of Information (Appropriate Limit and Fees) Regulations 2004.

Under section 12 of the FOI Act, we are not obliged to comply with a request if the cost of determining whether we hold the information, locating and retrieving it and extracting it from other information would exceed the appropriate limit. This is calculated at £25 per hour for every hour spent on the activities described and equates to 18 hours of work.

Based on the estimated time it would take to collate this information, it would significantly exceed the limit to provide a full response to your request.

We have therefore refused this part of your request under the cost limit provisions of section 12 of the Freedom of Information Act and this letter therefore constitutes a refusal notice under section 17(1) of the Act.

To bring the cost of responding to your request to within the £450 limit, you may wish to consider narrowing the scope of your request so that we can more easily provide the information you are seeking. For example, by providing a more defined subject matter.