WE RALLIED THE NATION TO SAVE BRITAIN’S NIGHTLIFE

THE CHALLENGE
Create a platform for the Night Time Industries Association to promote the benefits and importance of British night time culture and combat the threat faced by venues from residential development, local authorities and licensing boards.

PEOPLE-FIRST INSIGHT
People don’t care about “industries” but they do care about nightlife. By creating a simple identity and hashtag, we enabled people to get behind a cause that everyone cares about.

THE STORY
The night time economy is the UK’s fifth biggest industry with annual revenues of £66billion yet more and more venues are being closed down. From live music venues and clubs to late night restaurant and bars, the residential and office development of inner city areas is putting huge pressure on nightlife venues to close.

The NTIA argues that nightlife is a rich part of the culture and individuality of cities across the UK and needs to be protected. We wanted to give the NTIA a campaign name that could travel and be easily understood by industry insiders, politicians, venue owners and consumer alike.

#NIGHTLIFEMATTERS was born. In using the hashtag within the campaign name, people immediately knew what they needed to do. The message needed to travel and with the provision of social posts and hashtag embedded imagery we were able to make the message travel out far and wide.

A toolkit was also put together to help night time businesses simply communicate with their customers to support the campaign and petition government.

THE OUTCOME

Armed with #NightlifeMatters as a clear identity and rallying cry, the NTIA have been quick to enlist the services of influential nightlife luminaries to fly the flag: Carl Cox, Groove Armada, Eats Everything, Sasha and Seth Troxler, amongst others, shared content on their social channels and carried out media interviews. Other partners include ticket retailers Dice and WeGotTickets, Venues such as Fabric and record labels Defected and Toolroom. With new mayor Sadiq Khan quick to champion London nightlife, we hope this is the dawn of a new era of respect for British nightlife culture.