More than £985,000 in funding will help strengthen community ties through the Community Recovery Fund and the Mayor’s Community Weekend.
Mayor Sadiq Khan has launched the Loved and Wanted campaign at Outernet London to promote unity and celebrate the capital’s diversity and inclusivity. The initiative comes at a time of global uncertainty and rising concerns over antisemitism and Islamophobia.
A recent poll reveals that 79% of Londoners believe fostering a greater sense of unity is crucial, while 75% think it’s important for the Mayor to take action to promote it.
The campaign will be displayed across the capital, with support from over 100 organizations and community groups, reaffirming that London is a place for everyone.
Supporting London’s communities with nearly £1m in funding
The Mayor has announced a funding package of nearly £1 million to support local communities, working in collaboration with London Councils, the London Legal Support Trust, and The National Lottery Community Fund. This funding, provided through the Government’s Community Recovery Fund and the National Lottery Community Fund, will be distributed across all London boroughs.
Alongside this funding announcement, the Loved and Wanted campaign has been launched to send a powerful message to all Londoners: they are valued and welcome in the city.
A campaign to celebrate London’s diversity and strength
The Loved and Wanted campaign unites a diverse range of organizations and community groups to showcase London’s greatest strength—its diversity. The initiative is a response to recent social tensions, including increased antisemitism, Islamophobia, and a rise in far-right activity, which have left many feeling unsafe.
Polling indicates that most Londoners support initiatives that bring people together, with nearly eight in ten (79%) emphasizing the need for unity.
Official launch at Outernet London
On Valentine’s Day, the Mayor officially launched the campaign at Outernet London, Europe’s largest digital exhibition space. Attendees included faith leaders and representatives from diverse communities, including LGBTQI+, migrant, and disabled Londoners. Also present were soul singer and activist Mica Paris and Ukrainian chef and digital artist Alisa Cooper, who joined the Mayor in spreading a message of unity.
Throughout February, Outernet’s massive digital screens will display vibrant “You Are Loved and Wanted in London” graphics, translated into 17 languages, alongside personal stories from Londoners about feeling welcomed in the city.
Reaching every corner of the capital
The Loved and Wanted campaign will appear on billboards, in community centers, cultural spaces, libraries, faith buildings, and volunteering hubs. More than 130 organizations—including The Felix Project, the Royal Academy of Arts, the Black Cultural Centre, the English National Ballet, the London Museum, the Bernie Grant Centre, the Southbank Centre, and various churches, mosques, and synagogues—have joined in by distributing postcards and window stickers.
The campaign will highlight stories of Londoners coming together to support one another and stand against hatred and division, even in times of global uncertainty.
Breakdown of the funding
The Community Recovery Fund, made available by the Deputy Prime Minister following last summer’s civil unrest, has allocated £600,000 to London. Of this:
£510,000 will be distributed in grants ranging from £700 to £22,000 to support local events, education initiatives, and community facilities.
£90,000 will go to the London Legal Support Trust, providing funding for free legal advice agencies that were targeted during last year’s unrest.
Additionally, the Mayor has committed £385,000 to the Mayor’s Community Weekend 2025, supported by The National Lottery Community Fund. Taking place from September 12-14, 2025, this citywide celebration will bring Londoners together through community events, sports days, barbecues, arts and cultural activities, creative workshops, and environmental initiatives. In 2023, 184 organizations participated in similar events across every London borough.
Through this combination of funding, initiatives, and community engagement, Londoners are being encouraged to stand together, celebrate their city’s diversity, and continue making London a welcoming place for all.
The Mayor of London, Sadiq Khan, said: “London is the greatest city in the world because of the incredible people who live here. Londoners come from every walk of life, from every religious, ethnic and social background and from all over the world to make this fantastic city. Sadly, we are living in increasingly uncertain and unsettling times and I know the worry and concern that this is having in our communities. That’s why we’re bringing together organisations and community groups across the capital to send a clear message that all Londoners are loved and wanted in our great city. London is, and always be, a place for everyone.”
John Mothersole, England Chair at The National Lottery Community Fund, said: “We’re rooted in the communities we serve, whatever their needs and aspirations. After the hugely successful first Mayor’s Community Weekend in London, we’re delighted to be back for another special weekend of community-led activity. We believe in the power of communities and connection, and we can’t wait to see London’s diverse communities come together again. This weekend will showcase the lasting impact voluntary action can achieve for the city.”
Shabna Begum, Chief Executive Officer at Runnymede Trust: “The Loved and Wanted campaign speaks to a social contract that moves beyond terms like ‘tolerance’ and ‘cohesion’, it celebrates the beauty of a city that is a rich tapestry of multiracial, multicultural and mixed class communities that live, work - and often struggle together.
“We welcome the package of investment in communities that the campaign promises, supporting organisations and infrastructures that enable togetherness, when we know that so many of our most vulnerable continue to face unprecedented levels of economic distress.
“At a time when our political conversation is saturated with narratives of hate and division and London is subjected to hyper-hostility by far-right actors who smear our diversity and difference, this campaign could not be more important. Loved and Wanted isn't a romantic, aspirational statement, it is an account of our city that remembers the incredible archive of solidarity and anti-racist activism that shapes us and is a reminder that these histories are underpinned by the everyday rhythm of living and struggling together in our complex, convivial communities.”
Zrinka Bralo, Chief Executive of Migrants Organise, said: “Many people are currently struggling to survive and make sense of the world. This is why fostering connections, building resilience within our communities, and taking meaningful action for dignity and justice is essential. London became my sanctuary 30 years ago when I fled war and genocide, and it continues to protect those in need. At Migrants Organise, we witness firsthand the devastating effects of the dehumanisation of refugees and migrants caused by hostile policies. We also see the solidarity and support from many Londoners, which never hits the headlines, because good people do good work quietly. For this reason, we value and welcome the Mayor's leadership and the additional resources allocated to support all of London’s communities. These efforts represent a vital investment in cultivating unity, hope, and trust—qualities that are increasingly scarce around the world.”
Amanda Bowman, Co-Chair of the London Jewish Forum, said: “London is facing increasing challenges to social cohesion, which has had a particular impact on our Jewish community”. A report released this week on antisemitic incidents in 2024 revealed that over half of all anti-Jewish hate reported in the UK takes place in London. Against this backdrop, we welcome the ‘Loved and Wanted’ campaign, which seeks to bring communities together and strengthen a shared sense of belonging.
“We look forward to working with the Mayor, his team, and London councils to celebrate the capital’s diversity, inclusivity and unity, particularly at this time of global uncertainty and division. Our priority is to ensure that London remains a safe and welcoming city for the Jewish community while continuing to build strong relationships with other communities to create an environment where everyone feels valued and welcome.”
Abdurahman Sayed, Muslim Cultural Heritage Centre CEO, said: “We wholeheartedly welcome the Mayor’s initiative to bring communities together at a time when unity and resilience are more needed than ever before. The funding of more than £985,000 through the Community Recovery Fund and Mayor’s Community Weekend will provide crucial support to grassroots organisations, helping to strengthen community ties and promote social cohesion.
“The launch of the Loved and Wanted campaign is also a vital step in reaffirming London’s identity as a city of diversity, inclusivity, and unity. In a world facing uncertainty, it is essential to reinforce the message that London is a place for everyone.
“With new polling showing that 79% of Londoners believe in the need for greater unity, it is encouraging to see over 100 organisations and community groups coming together to champion these values. We stand in full support of this initiative and look forward to seeing the positive impact it will have on communities across the capital.”
Olympic triathlon gold medallist Alex Yee said: “I’m so proud to be from London because there’s nowhere else like it. I loved growing up in Lewisham as part of an extremely diverse community where everyone felt accepted. I hope the Loved and Wanted campaign shows how united Londoners truly are.”
UK Queen of Soul Mica Paris MBE, said: “I’ve lived in LA, New York and Sydney, but London is my favourite city in the world and it’s where I am at my most creative. I grew up with English, Irish, African, Caribbean and Asian friends and that’s a key reason why London is so special and why we have such a rich music heritage. I’m proud to support the Mayor of London’s Loved and Wanted campaign.”
Chef and entrepreneur Alisa Cooper, who moved to London under the Homes for Ukraine programme, said: “Being acknowledged and feeling seen in the Loved and Wanted campaign means a lot as London has become home to me and my son thanks to the generosity of strangers. Rebuilding our lives hasn’t been easy but the fantastic support we have received has kept us going. I hope this campaign helps further strengthen bonds between communities.”
Philip O’Ferrall, CEO Outernet said: “We are in a time where inclusivity and unity in all ways is more important than ever before. London has always been enriched by the people we have welcomed and the communities that we have embraced and Outernet at its heart is about people coming together. The Loved and Wanted campaign and its powerful message is something we at Outernet are proud to partner on with the Mayor and his team.” Photo by DAVID HOLT from London, England, Wikimedia commons.