Engaging 500K+ employees.

 The solution

Building an internal communications campaign that would have reach across multiple cultures—each with their own set of unconscious biases in play—started with our team undertaking the target training followed by the Harvard Implicit Bias tests. 

There was no one way we would be able to serve every individual at which this campaign was targeted. Or was there? Eventually, the star of the campaign was each individual, through the medium of their reflection. The lead copy call to action ‘BE CONSCIOUS’ was delivered with their reflection. The fact that they saw themselves meant that they were less likely to place bias on what they saw and drew them to engage with the creative in a thoughtful way.

Secondary to the mirror reflection of the campaign, we photographed and videoed employees from around the globe for their internal intranet pages to further promote the initiative. To top this component of the campaign, employees also had access to templates where they were able to include their photograph and a quote on their reflections about their own unconscious biases which took the campaign to a viral level.

The campaign was distributed via ‘creative packs’ that enabled local teams to adapt and roll out the message.