The 2019 General Election was fraught. Public mood was stormy, scrutiny of BBC News was intense and all this going on during a marketing saturated Christmas time. Audience figures are high during an Election, so we wanted to use this important time to speak to our audience and remind them of our public service brand values, positioning BBC News as the true public servant during an election. Every person you see is a real resident, every number 10 representative of the people with real power, you.