We have contacted the UK Government and Parliamentarians, both publicly and privately, for nearly 30 years on various issues, arranging from economics, national identity, social cohesion, mental health, anti-racism, and education, among others, and as acknowledged pioneers within the media industry who have helped to define the Creative Industries. Our aim has been to foster a stronger national identity by promoting social cohesion that always leads to Social Inclusion, which will ultimately enhance national productivity known as Multicultural values, helping to drive GDP growth and mitigate the typical economic cycles of boom and bust. There has always been a need to tackle all forms of conflicts, which not only destroys communities but national economic growth through the growth of racism promoted by the Far Right.

It is essential to note that engaging with policymakers is crucial to building a more peaceful and just society, particularly in the moments of heightened inequality and global conflicts. This is why EMMA’s projects have historically been proactive in its lobbying efforts to avert those future crises. EMMA was formed for this purpose in 1997 to undertake many campaigns like the EMMA TV Show and Festival, alongside ground-breaking award-winning Ads; it was the 100 year anniversary of the First World War in 2014 highlighting EMMA’s purpose that can be seen through the 80th anniversary of the end of World War Two in 2025 with global conflicts increasing.

The success of the EMMA TV show on ITV and BBC had enhanced Britain’s national identity as a Multicultural environment, leading to the establishment of the London 2012 “Multicultural” Olympic Games, which was secured through a successful UK Multicultural bid in 2005. This helped the British public become more accepting and created a united front to tackle the 2008 economic crisis head-on, due to banking failures that led to the need for EMMA to promote national unity in 2011 when large-scale riots occurred. EMMA had organised a Social Cohesion conference at SOAS.

EMMA’s campaigns have successfully defined Modern Multicultural Britain with a population intertwined in contrast to our previous connotations of Middle England, which reflected a more mono-cultural past. Recently, a real political vacuum has been created through the present limited vision that has ultimately led to the growth of Far-Right politics. This can be seen in the rise of racism due to economic failures as Minorities who are UK citizens for generations are then blamed for any failures.

In Britain, there has been a previous culture of institutional racism, as highlighted by the Steven Lawrence murder on 22nd April 1993, with the perpetrators not all being punished for this serious crime. The Macpherson Report, conducted by the Labour Government thereafter, finally recognised that “Institutional Racism” existed in many organisations in 1999. This was the same year that Doreen & Neville Lawrence received their first award (EMMA) on National TV for their years of campaigning for justice against all the odds, which led to a previous Prime Minister, Theresa May, announcing a Stephen Lawrence Day in 2018. EMMA was always at the forefront of tackling British inequality and challenging this social cancer that divided community.

Ethnic Minorities, in their frustration, registered their concerns around continued racism due to the growing inequality from racist organisations like the National Front, with a far-right political agenda that persisted in the 1970s. The National Front then rebranded themselves into the “British National Party” (BNP). It succeeded politically, winning local council seats in 2009 and had even gained two seats in the European Parliament, which had shaken many in Britain at the time, with Far Right successes.

This is when EMMA, commissioned the Ad agency Saatchi & Saatchi, to provide the award winning ads to assist with our lobbying campaign to eradicate the Far Right. It can be seen through our print Ads and TV Ads how we countered the rise of the Far Right (BNP, which contested parliamentary seats in the 2010 General Election). The political establishment took their previous growth lightly and assumed it was a blimp, not realising its potential effect on Social Cohesion. EMMA ultimately succeeded in ensuring that no BNP party member obtained a parliamentary seat in the 2010 UK General Election. This setback ultimately led to the demise of the BNP, a Far-Right party, from the British political scene that resulted in the party’s loss of any political representation in all elections. EMMA showed “where there is a will there is a way”.

It seems that the BNP supporters transformed themselves into the English Defence League (EDL). The strategy wasn’t to attack all Minorities as before but to create a divide-and-rule policy similar to the Far Right in Nazi Germany against the Jews. The target in Britain, and eventually, within the Far Right political growth in Europe, was to target just Muslims. This didn’t mean they hated Jews any less. They were happy to park that bus for now so that they could contend with the larger Minority group, who were predominantly brown racially and had ironically fought for the British in the First and Second World Wars. This irony has been forgotten by the Far-Right who had adopted a Nazi playbook and claim free speech to perpetrate disinformation.

It is claimed, by some that the Far-Right groups have now openly sprung out, even claiming football association, using the love of football, as a springboard to recruit even more followers has become a dangerous precedent. This can be seen in the global growth of the Far-Right movements for political power in France, Germany, Italy, Hungary, Poland, Sweden, Netherlands, Greece, and Austria, with the few countries embracing them within their own Government. Some even adopted those Hitler salutes commonly displayed in America as a symbol of defiance toward this sense of “White Power”. This growing tribalism could lead to a possible Civil War.

The present rise of Far-Right politics is blamed on globalisation, which has led to an increase in white tribalism, with extremist politics based on so-called nationalism as a stepping stone for power to undermine the many Ethnic Minority citizens. If parties don’t take on board the need to promote better ‘Social Cohesion’ to avoid creating any Ghettos regardless of one’s Ethnic group, the resentment will increase, leading to Racism, Extremism and Terrorism. The policy of divide and rule will only create further economic instability, with growing trade wars taking on an ugly turn.

Some domestic future scenarios for the world in 10 years according to 350 experts surveyed by the Atlantic Council in a poll of global strategists and foresight practitioners. 40% said they expected there to be another World War by 2035 and defined as a multi-front conflict among great powers.

This is why EMMA had launched its “Time4Peace” initiative to empower individuals to promote genuine peace within their communities to deal with dangerous social issues like Knife Crime, Sexual Violence, Modern Day Slavery, Mental Health and the escalation of global conflicts fuelled by wars in Europe and the Middle East.