London under brexit: #LondonIsOpen communication campaign to protect the city identity

Abstract

Introduction: The starting point of this study is a historical event, most of UK population voted in favour of exiting the European Union on 23 June 2016. However, the result of the referendum in London was to stay with 75.3% of votes. This shows a scenario contrary to the city’s values, where the multicultural aspect and diversity are part of its identity. This research selects as case study, the communication campaign launched by London mayor, Sadiq Khan, to counteract the Brexit. The campaign #LondonIsOpen as creative expression where citizens have revolutionized institutional actions. Methodology: The content analysis of the audiovisual pieces is proposed as qualitative methodology, with the following objectives: 1. To identify innovative methodologies, 2. To describe collectives involved, 3. To analyse the efficacy of actions. Results and conclusions: Conclusions present what have been the keys of the massive participation, the paradox of the fact that the initiative comes from a political leader and the credibility achieved by his campaign.