Promoting diversity and inclusion in a global membership organisation
The ICAEW Welcome Inclusion campaign explores how every chartered accountant has a role to play in helping to encourage an inclusive profession. The objectives of the campaign were to raise awareness of ICAEW’s commitment to diversity and inclusion, to build its reputation as a diverse and inclusive organisation, and to encourage sign-ups to topic-specific learning hubs.
Insight | Content strategy | Editorial & copywriting | Design | Photography | Social | Video & audio
The series launched with a 9-minute film shot at an innovative interactive workshop by a BAFTA-nominated and award-winning documentary director. As well as showing what participants learned and how they connected with each other on the day, we captured a series of compelling stories about their own experiences as members of minority groups.
This is an amazing, important piece of work and the response so far is heart-warming. It is helped by how articulate and commanding the interviewees are! And beautifully shot. Well done everyone. We should all be proud of this.
Three further films were released over the course of the campaign, along with articles targeted by career stage, covering the themes of belonging, allyship and fairness. This suite of content was designed to inspire and inform audiences through highly emotive storytelling, practical ideas, and interactivity, driving consideration and encouraging action.
A paid social campaign extended the reach beyond the ICAEW member base to a wider audience of finance and business professionals.
CTR on Twitter
video plays in two weeks
impressions on paid social
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