Love & Wanted

On Valentine’s Day, London made a declaration of love to its people. Loved & Wanted, created with the Mayor of London, turns Sadiq Khan’s response to last year’s far-right riots into a citywide show of unity. The campaign’s message is simple: every Londoner, regardless of background, is valued, embraced, and has a place here.

From Outernet London and citywide OOH to fly posters, social, shop windows, libraries, and faith centres, the design flexed across the city in 17 languages, supported by over 130 community organisations. A Year 6 student’s love-heart ampersand became the visual heart of the campaign, symbolising connection and belonging.

Loved & Wanted launched in the wake of unrest, but its message is lasting, a reminder that London’s greatest strength is its diversity, and that the city will always be a place for everyone.

ECD: Regan Warner | Creative: Ben Conway, Lauryn Raymond | Design: Lisa Carrana, Ben Anthony, Roland Williams, Kyle Ayuba and Chloe Delhumeau


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