We are individual. Just like you.
Diversity & Inclusion
Central England Co-operative wanted to celebrate their commitment to a diverse and inclusive workplace. Across 9,000 employees there was a low representation of people from diverse backgrounds, which did not reflect the population and communities they serve. Their existing employer value proposition of ‘We are individual. Just like you’ was a perfect expression of their goal of creating a workplace where everyone can belong and contribute.
The aim was to promote:
9,000 employees. 400 trading outlets. Diverse communities including 16 counties in the Heart of England. From young entrants, right up to senior and professionally qualified employees, the campaign had to appeal to all and be understood by all.
We developed a suite of eye-catching and visually arresting comms to tell employees’ individual stories and show that Central England Co-op are a team of prized and respected people all working together. By doing this, we celebrated difference and showed how it made a positive contribution to the team achieving a common purpose.
The campaign was direct and clear. The majority was delivered through internal comms digital channels and the weekly newsletter, along with printed collateral and emailers into each of the stores for the store leader to educate the retail teams.
In post-campaign sessions, employees discussed how they felt much more comfortable in expressing their own differences and how they’d experienced a heightened sense of inclusivity and team working.