City Hall and TfL launch competition to increase diversity in adverts


City Hall and TfL are launching a new competition to support advertisers to create more positive and inclusive campaigns after research showed that Londoners do not feel represented by advertisements in the capital.

Deputy Mayor for Transport, Heidi Alexander, today launched the competition inviting brands to create adverts that reflect London’s diversity, feature women from all backgrounds and move away from harmful gender stereotypes.

Sponsored by TfL media partners, Exterion Media and JCDecaux, for the first time ever, this competition gives brands the opportunity to win £500,000-worth of prominent advertising space across the TfL network – one of the biggest advertising estates in the world, seen by people on the 31 million journeys taken on TfL’s network every day.

The winning brand will have the chance to reach a huge audience across the capital and lead the way in driving positive change in the industry. There is also the chance for two shortlisted campaigns to receive a prize worth £50,000 in digital advertising.

The launch of this brand new competition comes following new research, commissioned by City Hall, which revealed Londoners don’t feel the women they see in adverts are representative of women in the capital.


To find out more and to enter the competition, please visit,