‘Generations of Greatness’ Recognises Black and Brown People’s Contributions to Britain

POCC (the People of Culture Collective), a community of black and brown creatives, are working together to tell the stories of black and brown British people through the generations who came before them, and in doing so alter the mainstream narrative regarding people of colour.

The first three executions feature radio and TV broadcaster Clara Amfo, international filmmaker Eloise King and the CEO of creative agency ENGINE, Ete Davies.

There are millions of people who contribute to the success of the UK and who are demonised because of their background. This is not new.

But these communities are now living in a social climate that’s becoming increasingly hostile, with a pernicious and often unregulated media, a politically driven narrative, and a mounting anti-immigrant rhetoric.

With the ‘Making Britain Great Since...’ campaign, the group wants to course-correct the narrative, celebrate the achievements of black and brown people in Britain, and press the simple message that these people have been putting the 'Great' in Great Britain since they set foot on that ‘green and pleasant’ land.

Featuring well-known names within the worlds of arts, culture, business and tech, as well as everyday heroes in their own fields, POCC will be creating a year’s worth of high-impact stories, told in a multitude of formats from print, social and editorial, to brand collaborations, podcasts, exhibitions and photo-books. The campaign will launch at the beginning of November and will run for a year.

Pocc was founded in 2018, initially as a small WhatsApp group, which expanded rapidly with experienced talent working within companies such as AMV BBDO, Ogilvy, BBC, Channel 4, Havas, BBH, Dazed, Sony, Spotify, Rankin, Somesuch, Wieden+Kennedy, adam&eveDDB and more, plus many creative business owners, and skilled freelance directors, photographers and producers messaging to discuss issues, collaborate, share knowledge, provide support, exchange opportunities and everything in between.