There's a power in a song that becomes an anthem. For me, Aretha Franklin's 'RESPECT' has always been one of those anthems.
I've sung it with abandon in nightclubs and danced to it in my living room, feeling its vibrant, defiant energy course through me.
Yet, I never imagined I would witness its profound essence manifest so completely, so beautifully, as it did at the 2025 Notting Hill Carnival.
Behind the dazzling spectacle of the world's second-largest carnival lies a dedicated team of guardians. These are the individuals working tirelessly behind the scenes to protect, nurture, and elevate this cherished institution.
This year, their work felt nothing short of sacred. They took a monumental leap of faith, moving beyond traditional communication to launch a campaign that would touch the very soul of the event: the RESPECT campaign.
This initiative was far more than a slogan. It was a heartfelt invitation, a shared agreement, and a powerful reminder of why Carnival exists. Through thoughtful partnerships, resonant social media activation, and creative signage that pulsed with positive intention, the message was woven into the very fabric of the celebration. It was a campaign that spoke not just to the ears, but directly to the hearts and minds of the two million people who came to celebrate.
It called to mind the timeless wisdom of the late, great Dr. Maya Angelou, who so eloquently taught us that "words are things." She urged us to be careful with the words we use, for they have the power to shape our reality and define our shared experience. This year, Carnival embodied that truth. The power of its chosen word – RESPECT – was tangible.
“We knew we had to speak to the community not as attendees, but as custodians. The RESPECT campaign was our love letter to them. It was about affirming that Carnival is a shared space of joy and cultural memory, and that protecting it is a responsibility we all hold together. To see that message embraced so wholly was incredibly moving. It confirmed that when you lead with love and clarity, people will respond with their hearts.”
We saw it in the joyful, considerate interactions between strangers. We felt it in the hushed, profound 72 seconds of silence observed at 3pm on both days, a collective pause to honour and remember the lives lost in the Grenfell Tower tragedy, a moment of shared grief and solidarity that stopped a million-strong parade in its tracks, yet spoke volumes in its quietude. We heard its echo across social media platforms and in the conversations that rippled out from the streets, with a clear, unifying message: we are here to celebrate, not to desecrate; to honour our ancestors, not disregard their legacy.
The results spoke for themselves: a celebration with no fatalities, and a palpable shift in atmosphere that has been celebrated across the nation. This was no happy accident. It was the result of courageous and intentional work.
Anthea Hudson, the Events & Engagement Lead and one of the visionary trailblazers behind the campaign, shared this reflection:
“We knew we had to speak to the community not as attendees, but as custodians. The RESPECT campaign was our love letter to them. It was about affirming that Carnival is a shared space of joy and cultural memory, and that protecting it is a responsibility we all hold together. To see that message embraced so wholly was incredibly moving. It confirmed that when you lead with love and clarity, people will respond with their hearts.”
When Pitch Black Magazine kindly invited me to write this piece, my mind immediately went to this campaign. The truth is, we can often read the negative statistics in the press, but they rarely tell the whole story.
This year, because we collectively harnessed the theme of RESPECT, we witnessed a true honouring, not just of the incredible music and culture, but of the very reason Carnival began: to commemorate the life of Kelso Cochrane, whose tragic death in 1959 years ago became a catalyst for unity in 1966 when the first Carnival began, and to celebrate the resilience of a community.
This year, Notting Hill Carnival did more than entertain; it healed, it united, and it elevated. It demonstrated that when marketing is infused with empathy, purpose, and yes, love, it can transcend communication and become a force for profound, positive change. And that is a rhythm worth following.
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