Henry Challender Associate Creative Director

ABOUT

Research shows diverse teams get to better places. For example, companies with executive teams that have representation of women exceeding 30% are significantly more likely to financially outperform those with 30% or fewer. And it’s a similar story for ethnic diversity. However, at executive level, the average representation of those groups is just 20% and 15% respectively.*

International Womens Day created an opportunity for us to take action to create a real, positive, lasting change in our business. We sparked a movement and raised awareness about the issue of diversity, with a ubiquitous, free medium: the Outlook meeting invite.
We challenged our people to think about who’s been invited to meetings, real or virtual. If there isn’t a woman on the invite, they’re prompted to say... W.A.T. (Where. Are. They.)
With a simple plug-in, we added an automated message to every diary invite across our organisation, which we can also tailor to other aspects of diversity.

The campaign was supported by internal comms including social posts and posters in meeting rooms to raise awareness
in the relevent environments, whether physical or virtual.

AWARDS

Creativepool Annual People\'s Choice

MADEIT CREDITS

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