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Central England Co-operative

Central England Co-operative

Individual Like You

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 and a mismatch in the population and communities in which they serve.

They wanted to support their EVP, ‘We are individual. Just like you.

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 large suite of visual executions with a range of headlines and images to front up the issues around inclusion and aimed to get readers to think openly and differently.

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.

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