ICAEW: Welcome Inclusion
Promoting D&I in a global membership organisation. A groundbreaking D&I campaign for the accountancy sector.
Sunday blurb: THE CHALLENGE: 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.
OUR SOLUTION: The series launched with a nine-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.
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.
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BLURB FROM CASE STUDY TENDER DECK: The Welcome Inclusion campaign launched on 19 January 2022 – a content series exploring 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 D&I, building its reputation as a diverse and inclusive organisation, and to encourage sign-ups to associated ICAEW Communities. The series launched with a nine-minute film shot at an innovative
interactive workshop by a BAFTA-nominated and award-winning documentary director. Sunday recruited more than 30 members from across the UK to participate in the filming, from C-suite to middle management to newly qualified. The objective was to convey that D&I is everyone’s responsibility regardless of seniority. 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. The workshop, shot at Bishopsgate in London, created a safe space for people to share and discuss their different and highly personal life experiences.
THEMES BURB: Three further films were released over the course of the campaign which ran until the end of May, along with articles targeted by career stage, promoting the themes of Belonging, Allyship and Fairness. Paid social was activated from mid-February, extending the reach beyond the member base to a wider audience of finance and business professionals.
FROM ICAEW CAMPAIGN HUB: Welcome Inclusion - Every chartered accountant can help to encourage an inclusive profession
It’s more important than ever for firms to address diversity and inclusion (D&I). As this content series explores, beyond the clear moral imperative of D&I, there are growing legal and commercial imperatives as well. Every chartered accountant has a role to play in helping to encourage an inclusive profession.
Hero film (ADD UPLOADS FROM HERE BELOW)
How every chartered accountant can help to encourage an inclusive profession
How to ensure your organisation demonstrates fairness
Fairness underpins all aspects of creating an inclusive culture, and we all have a role to play in creating a fair organisation.
