M+C Saatchi unites voices across Britain

The initiative is supported by organisations from a range of sectors

M+C Saatchi Group UK has launched a campaign for The /Together Coalition's National Conversation, a UK-wide initiative that aims to gather public views on community life, trust and belonging. The campaign combines film, out-of-home advertising and social media to encourage people across Britain to take part in the listening exercise.

The National Conversation is organised by the Independent Commission on Community and Cohesion and is supported by an independent survey conducted by Nuffield College, University of Oxford, alongside community discussions led by partner organisations across the UK.

Campaign encourages public participation

M+C Saatchi developed the campaign to promote participation while presenting the National Conversation as an inclusive and non-partisan initiative. People are invited to contribute by completing the University of Oxford survey or by organising discussions within their own communities.

The initiative is supported by organisations from a range of sectors, including the NHS, TikTok, the UK Muslim Network, the Scottish Council for Voluntary Organisations, the Church Urban Fund and the Countryside Alliance. It seeks to build a broad picture of how people experience community life and where common ground exists.

Film and outdoor campaign

The campaign is led by a film written by James Graham OBE, playwright of Dear England, with a voiceover by Sir Ian McKellen. The film is accompanied by black-and-white photography created by 16 photographers and invites audiences to reflect on identity, community and shared experiences.

The out-of-home campaign uses a visual system inspired by online search suggestions, presenting different responses to topics including safety, green spaces, diversity and religion. Each execution begins with the words I feel, encouraging participants to respond from personal experience. The campaign's visual identity also introduces a logo featuring stylised text boxes to reflect conversation, while a black-and-white colour palette has been used throughout.

Nationwide media rollout

The campaign will run across digital out-of-home and social media channels. Advertising space has been provided by JCDecaux and Bauer Media, with every execution directing audiences to participate in the National Conversation survey.

Marcus Peffers, Executive Chair, M+C Saatchi Group UK: "This is Cultural Power at its most constructive. The National Conversation brings together rigorous research, grassroots participation and creativity to build a richer understanding of modern Britain. By helping uncover what people value, what connects them and what they want from their communities, it aims to create one of the most comprehensive pictures yet of how connected Britain feels today."

Creative approach

Guy Bradbury, Creative Partner, M+C Saatchi Group UK: "At a time when our country is searching for hope, clarity and something to unite us, we wanted to create a moment that reminds us what we still share. There could be no better voices to do this than one of England's greatest playwrights and one of our greatest actors. We hope the campaign rallies the nation ahead of tonight's game, and inspires people to have their say on the future they want for our country."

Brendan Cox, co-founder, The /Together Coalition: "Our country needs to talk about who we are. We hope this film starts the conversation - but it's the public's vision that really matters. The National Conversation is the first serious attempt to give people a voice and play back to the country what unites us, what divides us and what would bring us closer together. Don't let others speak for you."

Victoria Verbi, Head of Communications and Campaigns, The /Together Coalition: "The National Conversation is about listening to people across Britain and understanding their experiences of community life. We want to hear from as broad a range of people as possible, regardless of their background, beliefs or where they live. By bringing together large-scale research with conversations happening in communities across the country, we can build a richer understanding of what matters to people and where there is common ground to build on."

James Graham OBE, playwright of Dear England: "Gareth Southgate started his preparation for the World Cup by asking the team, what is England? We can't expect our footballers to play with pride unless we are all clear about what it means to them, to us, about what unites and defines us. This short film is my attempt to contribute to that vision of what connects us - but it's not just mine, it's inspired by the national conversation."

The National Conversation survey is available at www.thenationalconversation.org.uk