Building a culture of inclusivity and allyship
Brambles
Celebrating diversity is vital, but for employees to truly succeed, there must be a culture of understanding and respect. When we feel we can trust the people around us, we’re more likely to be productive, innovative, and thriving.
For Brambles, a global logistics business spanning 60 countries, celebrating diversity was just the beginning. To empower their workforce and foster a thriving culture, they recognised the need for a deeper sense of understanding and respect among employees. Fostering a culture of inclusivity and allyship was key.
Building on the foundation of Brambles’ existing #AllTogetherDifferent we developed ‘Friends Of’, a campaign aimed to empower Brambles’ employees to engage in meaningful conversations and start personal diversity awareness journeys, and for Brambles to weave inclusiveness into the organisational fabric.
To achieve the campaign aims, our creative route drew inspiration from the powerful platform of friendship and connections – social media. Social platforms help us stay connected to friends and communities and are also places for conversations, accessing resources, asking questions, learning, and opening our minds. All these attributes make up what it truly means to be a great ‘Friend Of’.
The creative approach ensured global accessibility, accommodating 21 languages, and fostering discussions on allyship, even in regions where LGBTQ+ identities cannot be openly expressed. The multi-phase implementation included pre-communications, a vibrant launch phase, and dedicated community communications.
'Friends Of' has empowered Brambles' employees to engage in courageous conversations, embrace diversity, and foster understanding. As a result, the campaign has enriched the lives of their workforce while reaffirming the company's commitment to cultivating a safe, inclusive, and supportive environment where every individual can thrive.
"One of our team today shared that they are gay, and only just recently felt comfortable enough to share this with their manager and HR - they've worked here for three years! They booked a meeting with their Regional DEI Lead to share this as they felt it was important and they hope to help other people in the logistics space. They said that because of our DEI program and the fact that we were starting to talk more openly about different communities gave them the confidence that they needed to feel that they would be supported."
Global Diversity Equity & Inclusion (DEI) Programme Lead, Brambles
Making a meaningful difference
‘Friends Of’ has empowered Brambles’ employees to engage in courageous conversations, embrace diversity, and foster understanding. As a result, the campaign has enriched the lives of Brambles’ workforce while reaffirming the businesses’ commitment to cultivating a safe, inclusive, and supportive environment where every individual can thrive.
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