Creative agency Leopard Co has launched #BirminghamIsNotRubbish, a marketing drive to counter the “sensationalist headlines and negative stories” about the city in recent weeks.

It follows the month-long stand-off between union members and Birmingham City Council which has prompted news reports of bin bags piled high, tainting the image of Britain’s Second City.

Now the new campaign calls on Brummies and businesses “to shine a light on the real Birmingham”, by sharing positive stories “to help drown out the doom and gloom headlines”.

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“While a short-term bin strike has affected areas across the city, the majority of the city is clean, vibrant and very much open for business,” said the agency, which is based in Birmingham.

“Birmingham-bashing has become a bit of a national sport,” said Anthony Tattum, CMO at Leopard Co.

“But the reality is, this city is absolutely buzzing. There’s so much to be proud of, and it’s time we told that story louder.”

Leopard Co hopes to “flip the narrative” by highlighting Birmingham’s cultural contribution, including:

• Music: From the Mostly Jazz Funk & Soul Festival to Moseley Folk Festival, Birmingham is hosting major music moments this summer, especially with international stars like Guns N’ Roses, Kendrick Lamar and Black Sabbath all playing Villa Park.
• Sport: With Aston Villa chasing silverware and the Invictus Games 2027 heading to the city, sport is thriving.
• Arts and Culture: Not only is there a buzzing arts scene in Digbeth and independent artists being celebrated by the Birmingham Design Festival, but Steven Knight’s Digbeth Loc. Studios is putting the city on the global film map too.
• Food: A rich mix of Michelin stars and “iconic neighbourhoods” like the Balti Triangle.
• Business: The Greater Birmingham Chambers of Commerce has launched their Brumbassadors campaign with “local legend” Glynn Purnell and in collaboration with Birmingham City Football Club.
• Pride and People: Birmingham Pride returns to the city next month and the Great British Beer Festival is coming to the NEC this Summer.

“There’s so much positive energy in Birmingham right now, new restaurants, independent shops, innovative start-ups, creative talent, and major events,” said Tattum.

“That’s the Birmingham we live and work in every day. Let’s not let a few out-of-context photos define a whole city.”

The agency is encouraging Brummies and businesses alike to share their own positive stories using #BirminghamIsNotRubbish.