'All for the Love of Chicago': A new campaign to reclaim the city’s story

Chicago’s official destination marketing organization, Choose Chicago, has unveiled a new initiative called “All for the Love of Chicago” that aims to reclaim the city’s narrative through first-person stories and positive social media content. Launched in early September 2025, the campaign invites Chicagoans, visitors and fans of the city to share photos and videos explaining why they love Chicago, what inspires them about the city and what Chicago means to them as a place of community, creativity and resilience.

Choose Chicago has created new Instagram and TikTok handles dedicated to curating and amplifying uplifting content from real people and set up a campaign website with a participation toolkit to guide contributors. The effort responds to recent negative media coverage of Chicago by giving everyday voices a platform to fill social media feeds with affirming, authentic content.

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Anyone who loves Chicago is encouraged to join in. Participants can post photos or videos to Instagram or TikTok tagging @allfortheloveofchicago or send their content via direct message. The campaign website hosts a toolkit for people who want to contribute but aren’t sure how to get started.

By weaving together personal stories of life in Chicago, from neighborhood character and food culture to arts, civic pride, daily surprises and the people who make it a home, Choose Chicago hopes not only to counteract skewed media narratives but also to spark renewed civic pride, draw visitors to a city grounded in authenticity and remind the world that the truest voice of Chicago is the people who live it every day.

Sources: Choose Chicago press release (Choose Chicago)