Building a culture of inclusivity and allyship

CHALLENGE
Celebrating diversity is vital, but for employees to succeed, there must be a culture of understanding and respect. When we trust the people around us, we’re more likely to be productive, innovative, and thrive. For Brambles, celebrating diversity was just the beginning. To empower employees and foster a thriving culture, there was a need for a deeper sense of understanding and respect among employees. Fostering a culture of inclusivity and allyship was key.

OBJECTIVES
• Empower employees to engage in meaningful conversations and embark on personal diversity awareness journeys.
• Weave inclusiveness into the organisational fabric.
• Develop an accessible across 60 countries and 21 languages.

STRATEGY
To communicate the essence of being a 'Friend Of,' we drew inspiration from social media, leveraging the familiarity of social media visuals to create a relatable and accessible narrative for employees around the world.

IMPLEMENTATION
Social media platforms serve as not only means for connection but also as forums for discussions, resource access, questions, learning, and broadening perspectives. The campaign utilised the visual language of social media, leveraging employee 'profiles,' candid 'chats,' and 'posts' supporting various communities. The campaign design ensured global accessibility, facilitating discussions on allyship, even in regions where LGBTQ+ identities couldn't be openly expressed.

The implementation unfolded across several stages: Pre-Comms established context with townhall slides, targeted emails to People Managers, and a detailed Q&A document. The Launch Phase animated the campaign through posters, emails, Yammer posts, and digital screens, cultivating broad awareness. Community Comms then focused on specific communities such as LGBTQIA+, neurodiversity, gender, and people with disabilities, reinforcing inclusivity.

RESULTS
After just 8 days of being live globally, results included:
• 7,340 colleagues viewing the internal launch post, being shared on 6 different community pages.
• 74% of Brambles' workforce, totalling 6,048 colleagues, opening the campaign launch email.
• 507 employees clicking on the "Find Out More" button, demonstrating a high level of engagement.

The campaign has enriched the lives of Brambles' workforce while reaffirming the company's commitment to cultivating a safe, inclusive, and supportive environment where every individual can thrive.