On June 14 2017 unsafe cladding in Grenfell Tower caught fire. The building burned for 60 hours before the fire was extinguished and 72 people lost their lives.

In the aftermath, Justice4Grenfell was established by community members to honour their memories and seek justice for those that died.

But three years later, no one had been held responsible and court proceedings and inquests were bogged down in technicalities of accountability. The groundswell of grief, mourning and outrage in the news media had been replaced by a conversation around building materials and practices (specifically around the cladding used in the construction of the building).

The humanity behind the disaster had fallen off the news agenda. To keep up the pressure for justice, we needed to get the human story back in the news. And as Grenfell is a grassroots community organisation, do it all with zero budget.

The brief was clear – make the people who died at Grenfell news again.

So we asked UK newspapers to give up one column inch to do just that. In this space we created a powerful symbol – their names in newsprint in the shape of the Grenfell Tower.

The only messaging apart from the names was “On June 14th 2017 these 72 people died. Their names should still be news”.

To get the names into the news, we needed to find a new way of working with editorial. Usually there has to be a clear delineation between editorial and other content. But leading newspapers around the UK broke their own rules and matched our tower to their typefaces and editorial style.

The simplicity of it meant that it could start in news, but then also exist in social and OOH. It’s now in the museum of London’s permanent collection.