London Assembly

Giving Londoners a role in the future of their city

The big question

How do you make a little-known part of London’s democracy matter to millions of people — and show them the role they can play in it?

What we did

The London Assembly is the group of elected members who hold the Mayor of London to account, publicly and democratically, on the promises made to Londoners. Yet many Londoners did not know it existed, what it did, or the difference it had made. The Assembly set out to raise its profile, connect people with the role it plays, and underscore the role Londoners themselves can play.

Working with the London Assembly, Blue State built the first fully integrated mass awareness campaign in its history. One brand idea, anchored by a hero film told in the voices of real Londoners, was carried across out-of-home, video on demand (VOD), social media, and display.

The Future of London is Yours to Shape.

How we did it

• Built on the London Assembly’s existing brand rather than starting over, so the campaign felt like a natural step forward, not a rebrand.
• Landed on one core message — “Let’s Shape London” — with a proposition that put Londoners in the driving seat: “The Future of London is Yours to Shape.”
• Framed every message around action over apathy, and empowerment over disempowerment, spanning 16 policy pillars, from transport to air quality.
• Made a brand film from the voices of real Londoners, running as a 30-second TV and VOD ad.
• Rolled the idea out across the city — billboards, Adshels, and Transport for London sites — with illustrative executions flexing it by issue and by postcode, so “The Future of Peckham is Yours to Shape” could speak directly to a local audience.
• Turned awareness into participation by referencing the Assembly’s past wins and giving people an easy way to have their say: “Text Londoner to 224466.”

The result

The campaign reached across the capital and exceeded expectations. It landed with every audience group and out-performed its benchmarks and targets. More Londoners now know what the London Assembly is, what it does, and — the point of it all — the role they can play in shaping the future of their city by contributing to the ideas and initiatives they would like the London Assembly to consider.