#LondonIsOpen is a campaign that has been run continuously by the Mayor of London, since the British referendum on membership of the European Union in 2016. In the run up to the UK actually leaving the EU, the campaign objective and message shifted to a more urgent, informative and supportive one. The recent campaign was aimed at advising vulnerable European Londoners and reassuring them with a message of unity. Photography copyright Greater London Authority.
The first phase of the campaign was about reassurance, aimed at vulnerable European Londoners. As part of this, a series of signs were placed on the floor in 10 stations across London located in areas with a high population of immigrants from various European countries. The signs read 'London is open' in the corresponding European languages.
The second phase of the campaign was about celebration, highlighting the things that define London, targeted at all Londoners. To accompany a hero campaign film, more signs were placed around London at Bloomberg Arcade, Tower Bridge, Trafalgar Square, the Serpentine and others locations.
The third phase of the campaign was about reassuring vulnerable Londoners and advising them of their rights and how to apply for settled status, including a bus that travelled around the city with legal experts offering advice at various locations.