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Central England Co-operative

Central England Co-operative

Individual Like You

We are individual. Just like you.

Diversity & Inclusion

Fostering belonging, inclusion and diversity

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:

  • That Diversity & Inclusion is business as usual
  • A working environment where everyone can achieve and work together
  • Positivity around Equality & Diversity thinking, accept that unconscious bias exists and to open peoples’ minds to think differently
  • Skills and talents are as individual as the person

How we executed it

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.

What happened

  • The campaign reached all 9,000 employees regularly
  • It developed understanding of unconscious bias
  • Educated why inclusion is important
  • Equipped managers to create a culture of inclusion
  • Made it ‘normal’ to think about and positively consider diversity and inclusion