Key information
Request reference number: MGLA040925-3559
Date of response:
Summary of request
You are Loved and Wanted in London Campaign
With respect to the Mayor’s ‘you are loved and wanted in London’ campaign please provide the following:
- a list of the outlets where this advertising has been placed (across all forms of media, ie a list of radio stations, newspapers, London Underground etc)
- An estimate of the number of posters printed for the campaign
- the cost of this advertising campaign so far (from 1 May 2024 up to 4 September 2025), an estimate will do
- the date when this advertising campaign ended/will end
- the total budget for the whole advertising scheme, including for things such as postcards distributed in libraries.
- If there is a risk of tripping the £450 limit please disregard Q3, however a rough estimate will do.
Response
The Mayor of London’s Loved & Wanted campaign has featured across the following channels:
Value in kind (no cost to the GLA or TfL)
- TfL London Underground and DLR posters
- Metro newspaper
- Outernet digital out-of-home screens
- At Trafalgar Square events
Advertising (including distribution)
- Social media
- Hand to hand postcard distribution
- Digital and traditional out-of-home (both with additional value in kind)
- Leaflet distribution to venues and community spaces
- Direct mail to GP surgeries
- Posters across the city (at a reduced rate)
To help get the message out to Londoners, 1,774 posters were printed as part of the campaign to run across London Underground and DLR stations. These posters were also offered to partners who requested them, such as schools, libraries and GP surgeries.
The total budget for the advertising campaign so far has been £45,500. On top of this, we’ve secured £582,000 worth of pro-bono advertising and partner support, including from Outernet, McCann, London Lites and JCDecaux.
This activity has delivered over 18.5 million impressions, with post-campaign polling showing that Londoners who saw the campaign were significantly more likely to feel wanted and valued in the city (up 11%, from 52% to 63%).
We are expecting to spend £5,000 supporting the launch of the Loved and Wanted Fund, there is no other advertising spend confirmed for the campaign. Activity will continue to be shared through partnerships, as Londoners continue to engage with and support the campaign and the sentiment behind it. This is a year-long campaign, which will be evaluated at the end of the financial year.