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The Voice partners with M&C Saatchi on Black British Voices campaign

Britain’s only black newspaper is today launching a new campaign to boost completion of the Black British Voices project ( – the first-ever comprehensive national enquiry into the Black British experience, developed in partnership with the Department of Sociology at the University of Cambridge and consultancy group I-Cubed. The push was created in collaboration with M&C Saatchi.

The Voice Newspaper and Cambridge University came together to develop the Black British Voices project, with the aim of better understanding the Black British experience and influencing change in key areas.

In order to encourage Black British people to complete the survey, The Voice Newspaper has worked with M&C Saatchi to develop an impactful new campaign, “Tick it to change it”.

M&C Saatchi developed the strategy for the push based on focus group research run by The Voice and Cambridge University. Speaking to Black people from a wide range of backgrounds, it emerged that most participants felt a need for greater positivity around creating change, as well as a desire for collective action, with a call for Black Britons to come together to bring about change.

The resulting campaign taps into these ideas with the concept “Tick it to change it”. The work asks Black communities the question: “Can we write our own Black British narrative?” before inviting people to complete the Black British Voices study as a means to bringing about meaningful change.

The ads show Black business owners, teachers, and other leaders within their fields demonstrating through a ‘tick’ hand gesture that with collective action, we can make change happen. Each execution draws on a specific societal problem that the Black British Voices project aims to change, from getting diversity into the boardroom to bringing Black history into our classrooms.

As part of the push, The Voice Newspaper and M&C Saatchi are also working with the wider Black community and young influencers, asking them to post a photo of the tick pose, in order to boost completion and extend reach.

The campaign will run across social and academia communications.

Paula Dyke, Senior Manager, Corporate Affairs & Communications, The Voice Newspaper said: “This first-of-its-kind research project is designed to investigate a significantly neglected area of contemporary life, namely the Black British experience. Our aim is to use the findings to influence change and share the real lived experiences of Black people in the UK.

“Working with M&C Saatchi, we’ve created a campaign which reflects what so many in our focus groups told us – that Black people want to engage with a positive movement and come together to effect significant change in British society.”

Annabel Mackie, Managing Partner, M&C Saatchi, added: “We’re thrilled to be part of this important initiative. The campaign we’ve developed in partnership with The Voice and Cambridge University aims to create a movement amongst Black Britons, calling them to come together at this pivotal moment in order to bring about change for themselves and those around them.”