One brand could win GBP 500,000 of free media space on Transport for London’s tube, rail and bus network in early 2019 as first prize in a new competition for ads that represent the diversity of London’s female population. The competition, called The Women We See, has been organised by TfL and is supported by its outdoor media partners Exterion Media and JCDecaux, who are giving away space consisting of 10-second clips on full-motion digital screens and static bus shelter six-sheets.
There are two runners-up prizes, which consist of TfL providing match-funding of GBP 50,000-worth of similiar media space in return for a commitment from the winner to spend GBP 50,000.
Entries, which need to be submitted October 22, 2018, will be judged by a seven-strong panel that includes the IPA’s head of diversity Leila Siddiqi, TfL director of diversity and inclusion Staynton Brown, Vogue publishing director Vanessa Kingori, Campaign global editor-in-chief Claire Beale, and the founder of child talent agency Looks Like Me, Selma Nicholls.
TfL’s backing for more diverse advertising comes two years after it was announced it would no longer accept ads seen to be promoting unhealthly or unrealistic body shapes, under the policy agenda of newly-elected London Mayor Sadiq Khan.
At the same time TfL set up a new Advertising Steering Group to inform its advertising policy. The group, which has supported the creation of an initiative to encourage advertising to reflect diversity, includes MullenLowe London chairman Tom Knox and is chaired by former Labour councillor Dr Mee Ling Ng.