Launched at Outernet London on Valentine’s Day, the Loved and Wanted campaign sends a resounding message: London is, and always will be, a place for everyone.
The Mayor of London, Sadiq Khan, has unveiled a major campaign to celebrate the city’s diversity and unity, alongside a funding package of nearly £1 million to support communities across the capital. Launched at Outernet London on Valentine’s Day, the Loved and Wanted campaign sends a resounding message: London is, and always will be, a place for everyone.
In partnership with London Councils, the London Legal Support Trust, and The National Lottery Community Fund, the initiative includes £985,000 in funding to help strengthen community ties through the Community Recovery Fund and the Mayor’s Community Weekend. The campaign comes amid growing concerns about rising antisemitism, Islamophobia, and extreme right-wing activity across the UK, alongside global uncertainty and division.
The Loved and Wanted campaign unites over 130 organisations and community groups to celebrate the capital’s inclusivity and resilience. Vibrant graphics, translated into 17 languages, will appear across London’s public spaces and cultural hubs, accompanied by personal stories of belonging from Londoners of all backgrounds. Outernet’s state-of-the-art screens will display immersive digital content to reinforce the campaign’s message throughout February.
Speaking at the launch event, Sadiq Khan said, “London is the greatest city in the world because of its people. In these unsettling times, we’re bringing organisations and communities together to send a clear message that every Londoner is loved and wanted. London is, and will always be, a place for everyone.”
Polling data commissioned by City Hall shows 79% of Londoners believe an increased sense of unity is vital, while 75% see the Mayor’s role in fostering cohesion as essential. The funding will directly benefit grassroots organisations, enabling local events, education initiatives, and projects aimed at building stronger communities.
The Community Recovery Fund, allocated £600,000 by the UK government, will distribute grants ranging from £700 to £22,000 to support community-building activities. Additionally, £90,000 will be directed to the London Legal Support Trust to bolster free legal advice services that were targeted during last summer’s unrest.
The remaining £385,000 will fund the Mayor’s Community Weekend in September 2025, in partnership with The National Lottery Community Fund. This event will feature activities across all London boroughs, from cultural celebrations and sports days to environmental workshops and food festivals.
Faith leaders, activists, and cultural icons have voiced their support for the campaign. Amanda Bowman, Co-Chair of the London Jewish Forum, highlighted the urgency of fostering cohesion, given the alarming rise in antisemitic incidents. “We welcome this initiative to bring communities together and ensure London remains a safe, inclusive space for everyone,” she said.
Zrinka Bralo, Chief Executive of Migrants Organise, underscored the importance of solidarity in challenging times. “This investment fosters unity, hope, and trust—qualities desperately needed in today’s world,” she said.
UK soul legend Mica Paris celebrated London’s rich cultural heritage, stating, “London’s diversity fuels its creativity, especially in music. I’m proud to support the Loved and Wanted campaign.” Olympic gold medallist Alex Yee added, “Growing up in Lewisham’s diverse community showed me what true acceptance looks like. This campaign highlights how united Londoners really are.”
The initiative not only strengthens community bonds but also counters hate and division, reminding the world of London’s enduring legacy as a city of inclusivity and togetherness.
