Love in London is a campaign started by the dating app CLiKD (who had been heralded as the “Instagram of the dating world”, thanks to the app’s use of photography) in collaboration with UK charity Relate who provide relationship support. The campaign (first launched in 2018) centres around a UK wide photography competition to celebrate the different types of love in London through categories such as Love Your Partner, Love London, Love Your Community and Love What You Do. The aim was to raise money for Relate (the charity chosen for 2020) and continue to improve CLiKD’s brand awareness. In 2020, Love in London also partnered with TimeOut, Nikon, Pretty Little London and Affinity Photo.