ADD2052 Developing effective visual communications

Type of decision: 
Assistant Director's decision
Date signed: 
24 November 2016
Decision by: 
Andrew Collinge, Assistant Director of Intelligence

Executive summary

The Greater London Authority (GLA) wishes to undertake research to identify key elements of visual messaging around Mayoral priorities in order to ensure that our communications with Londoners is successfully delivered across his statutory strategies. 


That the Assistant Director for Intelligence and Analysis approves GLA expenditure of £19,700 for qualitative research services which identifies citizen preferences for visual communications from the Mayor.

Part 1: Non-confidential facts and advice

Introduction and background

1.1    The Mayor has responsibility for seven statutory strategies. It is considered good practice to communicate messages about GLA activity to Londoners and to reflect their views in policy making. ADD2003 sought approval to identify citizen preferences in terms of comprehension of policy, reaction, and appropriateness of language.  

1.2    We now wish to improve the GLA’s visual approach to communicating core messages to Londoners so as to encourage them to get involved in the work of the Mayor.  This includes best use of colour palettes, iconography, illustration, animation, video, use of watermarks on social/video media.  The desired outcome is to establish a visual identity and guide for how we can use images and visual assets to ensure that our communications with Londoners is effectively delivered. 

1.3    The GLA wishes to commission 2CV Ltd from the Transport for London Market Research Framework to undertake qualitative research which identifies citizen preferences for visual communications from the Mayor and City Hall to meet the above purpose. 

Objectives and expected outcomes

2.1    Via the Transport for London Market Research Framework, to commission 2CV Ltd to deliver a short programme of qualitative research that provides insight as to citizen preferences for visual communications in relation to the Mayor of London’s statutory strategies and priorities. 

2.2    The insight will be used to develop and support the GLA’s visual communication and outreach plans, and deliver recommendations for creating engaging content around the Mayor’s strategies and priorities.

2.3    Improved communications and engagement with Londoners in relation to the Mayor’s statutory strategies and priorities will ensure that Londoners are aware of the opportunity and benefits of engaging with the GLA’s work. 

Equality comments

3.1    The qualitative research will include participation from:
•    A broad cross section of the London population; and 
•    Groups with whom the GLA presently has limited engagement with, including those who are considered ‘hard to reach’.

3.2    This will ensure that City Hall is able to produce visual communications that appeals to, and enables all Londoners to engage with the work of the Mayor.

Other considerations

a)    The risks of opinion research are generally rooted in methodological decisions, in terms of ensuring that a breadth of Londoners’ views are taken into account. The method which the GLA will commission will look at a pan-London sample ensuring that the GLA gets a range of opinions, whilst also including elements that focus on groups which are not currently well engaged in this work.

b)    This work links directly to the communication of the Mayor’s statutory strategies by enabling them to be communicated in a way that is engaging to Londoners, thus facilitating engagement of citizens with the development of statutory strategies and priorities. 

c)    This research will engage a broad range of Londoners in determining how the GLA can best communicate with them around its priorities for the next four years.

Financial comments

5.1    Approval is being sought to commit expenditure of up to £19,700 for qualitative research services. 

5.2    The funding for this project will be made available from the Consultation Programme budget within the Opinion Research Team / C&I Directorate. The WBS to allocate costs is GG.0220.006.001.

5.3    Any changes to this proposal, including budgetary implications will be subject to the Authority’s decision-making process.

Planned delivery approach and next steps



Procurement of contract [for externally delivered projects]

N/A: Single supplier on TFL Market Research Framework.

Announcement [if applicable]


Delivery Start Date [for project proposals]

21 Nov

Main milestones

28 Nov: Recruitment

5 Dec: Research

12 Dec - Report

Delivery End Date [for project proposals]

12 Dec

Project Closure: [for project proposals]

12 Dec



Share this page