Broadcaster and filmmaker Jonny Owen has teamed up with Welsh telecoms company Ogi to launch Local Legends, a new campaign aimed at capturing everyday stories from across Wales, following a survey that reveals a stark disconnect between media portrayals of Welsh life and how people actually experience it.
The survey, commissioned by Ogi, found that nearly two-thirds (65%) of respondents feel people and stories from their communities are missing from TV, films and traditional narratives. More than one in four (27%) said they do not relate to the typical versions of Welshness they see portrayed.
The gap is even wider among younger people. Almost half (44%) of 18–24-year-olds said they feel no connection to the Welsh identities shown in media, while 36% reported never seeing their lives reflected at all. Nearly a third (29%) said Welsh stories are simply absent.
To help address this, Owen—known for The Aberfan Disaster, Svengali and Shameless—is calling on people across Wales to submit personal stories of pride, humour, kindness and resilience. Three will be selected and recorded by Owen for a digital storybook showcasing contemporary Welsh life.
Jonny Owen said: “Whenever I talk about growing up in Merthyr, I get messages from people all over Wales sharing their own stories – about their towns, their families, their mates. They’re funny and sometimes heartbreaking, but too often those voices don’t make it onto the screen or the page. That’s what Local Legends is all about. It’s a chance to capture those proper Welsh stories, the ones that show who we are today, and share them back with the nation. I just know the stories will be pure gold, because that’s Wales for you.”
Sarah Vining, Ogi’s brand marketing director, said: “Wales has always been a nation of storytellers, but our research shows the stories being shared today don’t always fully reflect the people living here. Through our work connecting communities, we know the most authentic stories are found in everyday moments in those communities – from chats at the school gates, to laughs at the pub or acts of kindness between neighbours.
“That’s why, along with Jonny, we’re inviting people from across our cities, towns and villages to help create a digital storybook for the nation: a living collection of modern Welsh life, told by the people of Wales, for the people of Wales.”
Share your story
Submissions are open until 11.59pm on Sunday 14 September via Ogi’s Instagram or website.
Owen is donating his fee for this campaign to Merthyr Town Football Club, describing the fan-owned team as “brilliant” and adding, “Up the Martyrs!”