NEWS16 August 2021

Ad campaign begins for Black British Voices survey

Inclusion Media News People Trends UK

UK – Britain’s only black newspaper The Voice has launched a campaign to increase completion of the Black British Voices survey to understand the experience of black people in the UK.


The Black British Voices project is a comprehensive national inquiry into the black British experience developed in partnership between The Voice, the University of Cambridge’s Department of Sociology and consultancy group I-Cubed.

The researchers hope to use the findings to develop relevant government policies to create “meaningful change” for black British communities. The survey was launched in June this year.

The campaign to boost participation, called ‘Tick it to change it’, is being run in collaboration with advertising agency M&C Saatchi.

The advertisements for the campaign will show black business owners, teachers and other leaders within their fields demonstrating, through a ‘tick’ hand gesture, that with collective action they can make change happen, The Voice said.

The Voice and M&C Saatchi are also asking young influencers to post a photo of the tick pose to boost completion of the survey and extend its reach. The campaign will run across social and academia communications.

Paula Dyke, senior manager, corporate affairs and communications, at The Voice Newspaper, said: “Our aim is to use the findings to influence change and share the real lived experiences of black people in the UK.

“Working with M&C Saatchi, we’ve created a campaign which reflects what so many in our focus groups told us – that black people want to engage with a positive movement and come together to effect significant change in British society.”

Annabel Mackie, managing partner at M&C Saatchi, said: “The campaign we’ve developed in partnership with The Voice and Cambridge University aims to create a movement among black Britons, calling them to come together at this pivotal moment in order to bring about change for themselves and those around them.”