STEPPING CORRECT AT NHC: Tips on How to activate at carnival with cultural integrity

Creative Strategy Director, Dani Thornton shares her insights and learnings for brands that want to step correctly at Notting Hill Carnival, including tips on how to activate and maintain cultural integrity around the event.

As a proud member of the Caribbean diaspora, there’s one weekend a year that stands out with a big, red circle on my calendar: Notting Hill Carnival.

With Trinidadian roots, it's an event I can't miss. A beautiful moment to fly my ‘other’ flag, connect with fellow Londoners who share my heritage, and take to the streets in a generational ritual that means so much more than the street party label it's come to be known as.

In recent years, I've been blessed to transition from reveller to working with some of Notting Hill Carnival’s top stages, collaborating with clients like Hennessy and Relentless.

I’ve learnt that done right, it’s an incredible chance for brands to show up authentically, create unforgettable experiences, and genuinely give back to the community. Done wrong, brands can understandably come under fire for inserting themselves into a symbolic occasion with product rather than purpose front of mind.

So as we gear up for another edition of one of the UK's most vibrant cultural celebrations, here’s some advice on navigating a Notting Hill Carnival activation without losing sight of its true meaning and significance.

---

TIPS ON HOW TO ACTIVATE AT CARNIVAL WITH CULTURAL INTEGRITY

1. Educate yourself:

NHC is a deeply symbolic occasion that endures a lot of misunderstanding and misinformation. Before embarking on any activation within this space make sure you spend the time learning about its origins and meaning in the same way you would any other cultural celebration.

2. Do your digging:

Avoid lazy generalisations by making sure you’re clued up on the many diverse cultures and rich traditions of the different Caribbean countries represented at the celebration. Quick fact check: Jerk Chicken isn’t the favourite food of every Caribbean island ;)

3. Think about the mindset, not just the moment:

Don’t just focus on the costumes and partying. These are the way NHC shows up but not the why. Think deeply about the cultural significance of the celebrations and draw on these within your creative strategy.

4. Culturally Appropriate > Appropriation:

Some of the biggest NHC brand fails have happened because marketers lost sight of the meaning and symbolism behind ‘Europe’s biggest street party’. Be introspective and make sure the brand/product has a culturally appropriate message to share before entering the chat.

5. Give more than you take:

There are a lot of people who feel brands shouldn’t be present at NHC. Whichever side of the fence you sit on, the reality is that the investment is vital to keeping the celebration on the streets in its current form. To avoid critique and co-opting, make sure you’re turning up meaningfully and adding something genuinely valuable to the Carnival celebrations.

6. Consult the Community:

At its heart, NHC is a highly nuanced and community-centred celebration. Make sure you’re including people from the community within your planning and creative process to avoid major missteps.

7. Support the supporters:

NHC isn’t just about the big stages and events... it’s the front yard cook-ups, volunteer-powered floats and street corner celebrations that make it special. Did you know that many small sound systems lose money to be there? Think about how you can channel your valuable brand support to help the unsung heroes keeping it alive.

8. Think beyond the day:

NHC is a three-day celebration that takes a year to plan and has taken generations to grow. How are you creating a positive legacy that will help this incredible celebration continue for years to come?

9. Rethink the media that matter:

Don’t go into it with a one-size-fits-all national media list. Make sure you audit the NHC landscape, include a diverse range of titles and consider which platforms are the most engaged with, and best represent, the community in attendance. And be ready for any talent you’re working with to be selective about who they will and won’t talk to.

10. Pay your dues. Literally.

Recognise the importance of expert voices and counsel in your plans and make sure to set aside enough cash to pay people fairly for their time. Whether you’re seeking advice, collaborations or partnerships, or looking for a content creator to amplify your story… remember that even though the people you’re working with may not always have the biggest reach, they are specialists in their field, so budget accordingly!