Building an inclusive workplace culture across a global air cargo workforce
IAG Cargo | ‘Great to be’ inclusion campaign
Context
As the air cargo industry grew rapidly, IAG Cargo recognised a disconnect within its internal culture. Despite a recent refresh of the company’s mission, vision and values, Organisational Health Index results showed many employees, particularly frontline teams, did not feel a strong sense of belonging.
Approach
We helped open an organisation-wide conversation about diversity and inclusion. By combining employee storytelling, leadership role-modelling and practical tools for managers, our Great to Be campaign translated the company’s commitment to inclusion into everyday conversations.
Outcome
Within six months, employees reporting a sense of belonging increased by 12%, while those feeling ‘truly valued’ rose by 13% – helping lay the foundations for a more inclusive and connected global culture.
As the air cargo sector expanded rapidly, IAG Cargo recognised that growth could put pressure on their internal culture. Despite refreshing its mission, vision and values, engagement remained low and many employees did not feel strongly connected to the brand.
Organisational Health Index employee survey results highlighted a deeper challenge. Across a workforce spanning more than 80 countries, including both IAG Cargo employees and those working on its behalf through airline partners, many colleagues did not feel a consistent sense of belonging. They often worked across different organisations without feeling fully connected to IAG Cargo.
Creating an internal campaign to bring inclusion into everyday conversations
IAG Cargo wanted every employee to feel valued and included, regardless of their role or background. But inclusion isn’t created through policy alone – it needs to be understood and discussed in everyday working life.
To help make that happen, we worked with IAG Cargo to launch the ‘Great to Be’ campaign – a long-term programme designed to open up conversations about diversity and inclusion across the organisation.
By spotlighting real colleagues and their stories, the campaign helped teams recognise the diversity already present across the business and understand how it strengthens the organisation.
Activating a global campaign to maintain engagement
We brought ‘Great to be’ to life through a multi-channel campaign, including videos, posters, emails and storytelling content featuring employees from across the global workforce.
To sustain momentum, we created materials and toolkits to connect inclusion to key global awareness and cultural events such as Black History Month, International Women’s Day and Pride – reinforcing inclusion as an ongoing, shared priority.
Equipping leaders to drive inclusion conversations
We developed a suite of communication tools and resources to help managers and senior leaders lead meaningful conversations about inclusion. This included discussion guides, roundtable ideas and other supporting content that leaders needed as sponsors.
We also came up with the Great Conversations chatroom, giving employees a space to share experiences, ask questions and learn from each other.
How we made a meaningful difference
We helped IAG Cargo create a campaign that gave employees a better understanding of inclusion and the confidence to have more open conversations across its global workforce.
Within six months, employees reporting a sense of belonging increased by 12%, while those feeling truly valued rose by 13%. More importantly, inclusion became something colleagues could actively talk about and contribute to – strengthening connection across teams, locations and roles.
“Positioning a campaign like this comes with real responsibility. It needed to work across a diverse, global workforce – going beyond surface-level messaging to create something that gives employees the confidence to talk more openly about inclusion.”
— Tor Radford, Strategy & Insights Director
Big Insight
Inclusive workplace cultures grow when organisations create opportunities and spaces for people to share experiences and learn from each other.
What we delivered
- Great to Be campaign concept and positioning
- Employee storytelling and campaign content
- Manager conversation guides and discussion resources
- Leadership engagement materials
- Multi-channel internal communications campaign assets
Award recognition
The campaign’s impact and creativity were recognised across several leading communications awards, including Silver for Best DE&I Initiative and Bronze in the Transport and Logistics category at the Internal Communications and Engagement Awards. It also received Silver at the MUSE Creative Awards and was shortlisted for Best Campaign at The Simplys.
