Changing the
routine of workplace
discrimination.
Title: Change the Routine
Client: Advertising Association
UK Cannes Young Lions:
1st Place Print Category
The Drum Roses Awards:
Copywriting - Gold
Social Purpose - Gold
Data/Insight - Silver
The All In Census
The All In Census provides marketing and advertising professionals the opportunity to have their say. With the aim of improving the experience of under-represented demographics throughout the UK advertising industry and achieving greater inclusivity.
The Problem
Talented people, from various backgrounds, leave the advertising industry every year because they feel they don’t belong.
The Advertising Association want to create key actions and solutions to address this inequality. But to do so they need comprehensive data and new insights direct from existing industry talent through the All In Census.
But how do we encourage thousands of busy professionals to take part in a census?
The Idea
A hair touch here, an age joke there, a misplaced ‘compliment’ or ‘harmless’ banter. These discriminations are sadly commonplace in our industry, and for some a daily occurrence.
Collaborating with ED&I groups, we turned these powerful insights into authentic, thought-provoking micro-aggressions that replaced the typical meetings that usually fill people’s workplace calendars. Delivering an unexpected and surprising message about the make-up of the advertising industry and encouraging change through a direct CTA - Do something about it. Take part in the All In Census and help create a workplace where everyone feels they belong.
Results
£25k+ donated media space.
18,500+ survey responses.
£300K in hours of industry engagement.
The largest survey response in the history of the industry.
“UK Young Lions winners and Havas Lynx Group campaign promotes All In Census”
“This powerful campaign created by UK Young Lions winners gives real,
uncomfortable insights into the lived experience of some of our industry colleagues right now. It brilliantly brings some of the All In findings to life in an emotive way and highlights the critical need for everyone working in advertising and marketing to fill in the All In Census.”