Open Media & CPB London: Offering Britain an uplifting antidote to the UK’s ‘gloom and doom’

Conventionally known across the globe for our Royal Family, our Cool Britannia spirit, our stoicism and unparalleled patience (cue the queues), in a post-Brexit landscape unsettled by a cost-of-living crisis and an impending recession, do these traditional notions of Britishness ring true and reflect the current reality?

In recent years, it’s fair to say that we as a nation have experienced somewhat of an identity crisis – perhaps compounded by recent events, including several Prime ministers later and the Partygate scandal…

Committed to seeking out some truths on this, leading creative agency CPB London (our partner in this year’s unmissable International Women’s Day campaign) set out to unravel what exactly Britishness means today.

In conducting a poll of 2,000+ UK adults, the agency set out to understand the thoughts, feelings and anxieties of the modern British public, alongside the views of over 100+ global counterparts.

The research affirmed that many Brits currently have a dystopian view of the country’s future, with 78% found to not be optimistic about the current state of the nation.

What’s more, the findings indicated that Brits generally have lost a sense of their core values and that we as Brits are generally viewed more negatively by our international friends.

A pretty bleak picture all round, right?  

Determined to alter some of the negative preconceptions surrounding British culture, Open Media are proud to announce their latest collaboration with CPB London – an uplifting, national campaign which looks to ‘rebrand Britishness’.

Kicking off earlier this week (during what is dubbed to be a summer of modern Britishness), the campaign entitled The A to Z of Brilliant Britishness seeks to highlight that for every bad thing about current life in the UK, there’s also plenty worth celebrating – as well as lots to feel proud of and grateful for.

Adding to a host of other marketing initiatives, as the sole and exclusive out of home media partner for the campaign, Open will be working to drive awareness of The A-Z of Brilliant Britishness nationally, through showcasing the campaign across the Open Connect network, alongside social media amplification.