Diversity in Advertising Awards 2020

Canary Wharf station advertising billboards

We’re running our Diversity in Advertising competition again this year, in partnership with the Mayor of London 🏆🏅

In 2018, together with City Hall, we launched the inaugural Diversity in Advertising competition focusing on challenging attitudes around gender inequality and particularly the representation of women. In 2019 we asked entrants to submit campaigns which featured authentic representations of London’s Black, Asian or Minority Ethnic communities.

Following the success of these competitions, we are now asking for a campaign that challenges ageism in advertising, based within our diverse London community. 🏙  We are looking for ideas that genuinely market a product, or brand, while portraying our older community members beyond typical stereotypes.

We are looking for authentic portrayals of people from all backgrounds over the age of 55 that have realistic depth and resonance.  Research carried out by UCL for the 2018 Diversity in Advertising competition revealed that Londoners didn’t feel represented by most of the adverts they saw around the capital.  People over the age of 55 reported feeling ‘invisible’ and ‘irrelevant’.  Fewer than one in four respondents could recall seeing an advert featuring someone with wrinkles. Instead we want to see advertising more representative of all Londoners.

Lloyds Banking research in 2016 found that while those over 65 years old made up 17.7% of the population they only featured in 6.17% of advertising. The research found that when they did appear in advertising, older people typically played the role of the wise, generous, engaged parent or grandparent in a nuclear family.  In addition, respondents said they rarely saw an older person portrayed humorously or promoting technology or innovation.

London’s is one of the greatest cities in the world where everyone regardless of age contributes to our rich diversity.  We have a large active older generation who provide a wealth of experience but are not represented in London advertising.

The emphasis of the campaign is to be genuine and credible, while challenging stereotypes and is more about authenticity and depth than simplistic representation.

How to enter

Entry is open and free to brand marketing teams as well as all media, advertising and creative agencies 👩‍💻

The winning creative will be made up of two digital elements which seamlessly complement each other:

  • A 10 second full motion clip for use on the rail digital advertising estate
  • A static digital D6 style display for use on our bus shelter estate

To enter, you must complete the application form. Once you have completed the form, an email will be automatically generated with a download link.  This email can take up to 24 hours.  Please check your junk email folder.

Use the download link to upload:

  • A storyboard for a 10 second full motion clip. (PDF or JPG files only, max 15GB)
  • An outline of a static image for the digital D6. You can submit more than one static image to showcase the campaign.  (PDF or JPG files only, max 15GB per file)
  • Do not send files in other formats (such as: .mov) or compress your files in a zip folder.
  • Do not send large pitch deck presentations.  There is a space in the application form for this information. (max 750 words)

We encourage you to complete the form early, so you receive your download link prior to the deadline day.  The system does slow significantly on the deadline day.

You are accountable for agreement and final sign off from the brand.

Please complete and submit your completed entry form by 17:00 on Tuesday 17 November, when the competition will close.  This is the final deadline and it will not possible to grant extensions past this date.

Judging takes place in December and the winner will be contacted in January 2021.  All entrants will be notified late January 2021 if they are unsuccessful.

For more detail read the full terms and conditions.

Email any questions to [email protected]

What the judges are looking for 🏅

The judges are looking for a campaign that acts as a catalyst to change perception.

They are looking for a creative concept with real impact, which can drive change in how the industry considers ageism across its creative work.

Specifically, all entries must answer the following questions:

  • Creative concept: How well does the campaign engage the audience, how well does it challenge the norm?
  • Brand alignment: How well does the campaign support the brand values of the organisation and promote the product, how will this campaign produce positive results for the brand and product?
  • Amplification: How can the campaign message live beyond the outdoor space provided in the competition and fully capitalise on this opportunity with an integrated approach?
  • Compliance: Does the campaign adhere to TfL’s advertising policy? We will exclude campaigns that don’t.

The Prize

The winning campaign will receive £500,000 of digital advertising value. 🏆  It will be displayed across the TfL Rail and Bus Shelter networks during the first quarter of 2021. 🚇

Two runners up will be invited to run a campaign with match funding of up to £50,000 each.  Refer to the terms and conditions for details on potential campaign assets.

A panel of industry experts will judge the entries.

Meet the Judges

Christopher MacLeod, Customer Director, TfL

Portrait of Christopher MacLeod

Chris is responsible for a diverse portfolio of activity, ranging from promoting Buses and the Tube to improving the customer experience of all TfL services.

In 2012 he oversaw the Marketing of transport in London during the Olympic and Paralympic Games.  He has also worked to make TfL a more customer focused organisation, developing the ‘Every Journey Matters’ promise.

During his time at TfL, it has won every major Marketing award including Campaign’s Advertiser of the Year and Marketing Society and IPA Effectiveness awards.

Chris began his career in advertising and has worked at Saatchi & Saatchi (twice). Latterly he was chairman of Collett Dickenson Pearce.

He has a degree from Newcastle Business School, a Master’s degree from the LSE and is a regular on the Bakerloo line.

Leah Kreitzman, Mayoral Director for External and International Affairs, Greater London Authority (GLA)

Portrait of Leah Kreitzman

Leah is Mayoral Director for External and International Affairs, having previously been a Senior Adviser to Sadiq Khan’s campaign to be Mayor of London.

Before this, Leah was Director of Public Affairs for UNICEF UK. She has led advocacy campaigns for international NGOs such as Save the Children and ONE, as well as working for the UK’s leading international development think tank, the Overseas Development Institute.

Leah has also been a strategic communications adviser to the Shadow Cabinet on criminal justice, human rights, and constitutional reform.

She has an MSc in International Relations from the London School of Economics and a BSc in Philosophy and Politics from the University of Bristol.

Debbie Weekes-Bernard, Deputy Mayor, Social Integration, Social Mobility, Community Engagement, Greater London Authority (GLA)

Portrait of Debbie Weekes-Bernard

Debbie Weekes-Bernard became Deputy Mayor for Social Integration, Social Mobility and Community Engagement in November 2018.

Debbie joined the mayoral team from the Joseph Rowntree Foundation where she led the organisation’s work on poverty and ethnicity with additional areas of expertise on labour markets, education, lone parents, young people and society. Before this Debbie worked at the Runnymede Trust as Head of Research.

She has a PhD in psychology and sociology and worked as a lecturer on social psychology and criminology, teaching students in both the further education and higher education sector.

Alongside professional work, Debbie has a longstanding professional and personal interest in social justice, social mobility and community engagement. Debbie is on the editorial board of the British Journal of Sociology of Education and has sat on a number of other influential panels and working parties including the Poverty Commissions for both the National Union of Students and the London borough of Lewisham. She has also served locally as a chair of governors for two federated primary schools in East London.

Leila Siddiqi, Associate Director, Diversity, Institute of Practitioners in Advertising (IPA)

Portrait of Leila Siddiqi

Leila leads the IPA’s diversity strategy.

She works with advertising and marketing agencies, brands and industry leaders to demonstrate how diversity can improve creativity and effectiveness. She uses a collaborative and strategic marketing approach with the objective of long term behaviour change.

Leila provides professional support to agencies in developing and implementing equality and diversity and inclusion plans,

She launched a new inspiration series Stepping into the Spotlight to support and complement the IPA Women of Tomorrow programme. It is aimed at mid to senior level women in the industry and addresses some of the challenges they face when putting themselves forward for senior positions,

She is an active member of UN Women and Unilever’s Unstereotype Alliance and has launched various best practice initiatives including the IPA diversity round table series and the IPA Diversity hub.

Louise Robinson, Editor, Saga Magazine

Portrait of Louise Robinson


Louise Robinson is Editor of Saga Magazine, the monthly consumer publication aimed at Britain’s over 50’s market. With a readership of 500,000, Saga Magazine is the UK’s bestselling subscription publication and has a website which attracts millions of visitors.

Louise has been a journalist for more than thirty years – many of which we spent on national newspapers and magazines. A former editor of S Magazine, the Sunday Express colour supplement, for 15 years, Louise is also a judge on The Society of Editor’s Press Awards.

Trevor Robinson, Creative Director and Founder, Quiet Storm

Portrait of Trevor Robinson

Trevor Robinson OBE is one of the most high profile and highly regarded people in advertising, despite being told at the age of 11 by his school careers advisor he’d have more chance of being a bus driver. A background that has enabled him to keep his feet firmly on the ground and to create populist ideas, loved by real people.

He has been responsible for some of the most famous and talked about advertising of his era from the iconic and multi-award winning ‘You’ve Been Tango-ed’ Orange Slap to the more recent Haribo ‘Kids Voices’ campaign.

In 1995 he set up Quiet Storm, the first agency to write, direct and produce its own work. To this day we are still one of the few agencies where creatives direct their own work. Trevor has also been recognised in influencer lists including Debretts 500, Campaign’s A List and The Drum Top 100 Adverati. He is a regular main stage speaker at Cannes Lions on creativity and craft.  And last year he was president of the craft jury, and the festivals ambassador for the craft category.

Trevor is renowned for his contribution to society and for encouraging future talent from marginalised backgrounds. He’s chaired the IPA’s Ethnic Diversity Forum is now part of the IPA’s Ilist and set up “Create Not Hate” to tackle gun crime by getting disenfranchised youths from his old community into creative projects. He was awarded an OBE in 2009 for his services to charity and advertising.

Richard Warren, Director, Marketing Communications, Lloyds Banking Group

Portrait of Richard Warren

Richard started his career working in advertising at Publicis and Chiat/Day in London before moving to Kirshenbaum & Bond, New York to run the Snapple account. In 2000 Richard founded DLKW as Director of Strategy, which grew to become the UK’s largest independent agency, before merging with Lowe in 2010. During this time he won three IPA Effectiveness Gold Awards.

In 2017 Richard moved into media as Managing Director of Lloyds Banking Group’s media agency GreenhouseGroupM. And then in 2018 he moved across to Lloyds Banking Group, as Director, Marketing Communications, working across Lloyds Bank, Halifax, Bank of Scotland and Scottish Widows.

Steph Harland, Chief Executive, Age UK

Portrait of Steph Harland

Steph has been CEO of Age UK since January 2018.  She joined one of our predecessor organisations, Age Concern England, in 2002.

Before that Steph had worked in the voluntary sector locally, nationally and internationally mainly on issues to do with older people and other groups of adults with care needs. She first became involved with Age Concern in the late 1980s as a volunteer for Age Concern Greenwich.

Steph was closely involved in the creation of Age UK in 2009.  Since then, Steph has had a number of different roles at Age UK, focusing on our international work, strategy, partnership with the Age UK network, people and performance, and governance, becoming Deputy CEO in 2016. Steph is also the Chairman of Cecily’s Fund, a UK charity supporting orphans and vulnerable children in Zambia.

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