Promoting People not Stereotypes

Background
The Equal Opportunities Commission is the leading agency working to eliminate discrimination in 21st century Britain. It is an independent, non-departmental public body, funded primarily by the government. The commission has evidence to support the fact that stereotypes are a strong factor in creating inequalities at work when it comes to both sexual and ethnic discrimination. This evidence was accurately reported in a recent EOC publication titled "Moving on Up ".

Studio North were commissioned to provide a media campaign to support the report and help raise awareness of the myths and stereotypes surrounding ethnic minority women and their barriers to employment.

Solution
Studio North's initial research and early briefing meetings concluded that we needed to be communicating with the employees as well as the employers to completely remove barriers to employment. Due to the long-standing stereotypes and difficulties in gaining employment in the first place, many ethnic minority women lack the confidence and belief to seek work in traditional "white-male" environments.

Subsequently, we faced a complex communications challenge with the need to reassure and inspire employees while at the same time bust the myths and raise awareness of the report amongst employers.

A campaign strapline of "Promote People Not Stereotypes" led from the front, adorning the suite of literature designed to sit inside a folder pack. Strong, vibrant colours, modern typography and real-life people based photography supplied by the client were combined to stunning effect.  

It was decided to base the campaign literature on actual case studies featuring role-model women who have succeeded in difficult environments. A case studies booklet featured some of these stories, for example the tale of Shabana Kosar of West Yorkshire Fire Service. These stories were deliberately chosen to confront the specific myths detailed in the accompanying concertina style mythbuster leaflet.

The campaign is currently being launched but the client feedback so far has been fantastic and we look forward to receiving further good news on the impact of the campaign later in the year.

Read the testimonial from Equal Opportunities Commission »
View more of our case studies »

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