Outernet London supports positivity for its 'Crosses of Hope' campaign
Outernet London, the immersive media and entertainment district proudly displays the 'Crosses of Hope' St George's Flags on its immense screens.
The project began when Katie Evardson called on Meanwhile agency creatives Jenny Tighe and Bryn Walters to reimagine the cross as a symbol of unity and hope. After Katie shared their work on LinkedIn, freelance creative director Shishir Patel saw it and was immediately moved by its power and developed the concept further.
He then shared his interpretation, and since then, more and more people have contributed, demonstrating how widely the idea resonates and how it continues to grow as a people-led movement.
Each St George Cross Flag carries a positive message – simple and to the point. The flag, and what it stands for, is for everyone.
After a period of months where the St George's Cross flag has been used to intimidate and alienate many people in the UK, it was time to change the story.
Jenny Tighe said, “The flag is everywhere and on everyone’s lips; it should be a symbol of unity, but it feels like it’s dividing communities. We wanted to add a positive spin and remind people that we can be patriotic AND celebrate the beautiful diversity and depth of our country."
Katie Evardson said, “I couldn’t stand by and watch the cross become a symbol of division. The Crosses of Hope are about reclaiming it for everyone — a reminder that national pride should be rooted in unity, belonging and collective spirit. For the world to move forward, we must put out more love, acceptance and goodness than hate, division and fear.”
Shishir Patel said: “I was driving through Burnley with my family and the whole town was covered in St. George's Cross flags, on lamp posts and roundabouts. It made me feel weird. It shouldn't have, because it's the flag of the country I was born in and grew up in. But it suddenly took me back to when I was a boy in the 1970s and the National Front were brandishing the flag and telling non-white people to 'go back to where they came from'. Why does the English/British flag create these feelings? It shouldn't. It's a symbol of unity, belonging, national pride and shared values – something we can all get behind, no matter the colour of our skin.”
Jessica Dracup-Holland, chief marketing officer, Outernet, said, “It’s rare to see something so creative and powerful that it instantly stops you in your tracks. When I saw Shishir’s post online, I knew immediately we had to help amplify it. Outernet’s screens are about giving important ideas the biggest stage possible, and this message, reclaiming the flag as a symbol of unity, couldn’t be timelier. National pride should be about collective spirit, bringing people together, not driving them apart. We have seen far too much hijacking of patriotism in recent times, and we hope the Crosses of Hope go some way to counter that.”
Credits
Creative Agency: Meanwhile
Creative: Jen Tighe, Bryn Walters, Shishir Patel (freelance)
Design: Duncan Bancroft
Project Manager: Katie Evardson
Jessica Dracup-Holland: Chief Marketing Officer (Outernet)
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