Key information
Request reference number: MGLA220126-2595
Date of response:
Summary of request
I visited my dr recently and saw a large pile of the attached post cards on the reception desk. I would like to know the following please:
- How many have been printed?
- The total cost of printing and delivery?
- What the purpose of them is?
- What budget they are taken from?
- How many surgeries have they been delivered to?
Response
I can confirm that the GLA holds information within the scope of your request.
The Loved and Wanted campaign was launched at a time of growing polarisation across the country, when our social cohesion was being tested more sharply than at any point in recent memory.
Ahead of the campaign’s launch, polling indicated a strong public mandate for action: eight in ten Londoners (79%) said it is important to strengthen unity across the capital, and three in four (75%) said the Mayor of London has an important role to play in promoting that unity.
Experience from around the world makes it clear that a passive, “hands off” approach to social integration does not work. The campaign is a proactive attempt to build stronger, more connected communities, strengthening trust and social ties between people from all backgrounds.
Polling in May 2025 showed that Londoners who had seen the Loved and Wanted campaign were more likely to think London is becoming more inclusive and feel significantly more valued in the city (up 11pp from 52% to 63%) and two thirds of Londoners who saw the campaign took an action as a result.
We have seen an unprecedented amount of support for the campaign overall, with hundreds of organisations requesting and sharing materials in their spaces – including schools, GP surgeries, libraries and more.
- 51,408 postcards have been printed and sent to 1006 GP surgeries across London in 2025.
- The total cost of printing and distribution was £5,461 from the GLA’s central marketing budget.
- As GP practices are embedded in local communities, they were able to send a strong message to patients as well as to London’s communities that their surgery is a safe and welcoming space for all.
- Multiple GP surgeries have written in to request Loved & Wanted materials for their spaces having seen the campaign elsewhere, and we’ve had positive feedback from surgeries who are using them.