Shelter
Improving marketing practices to embed inclusivity and anti-racism
After supporting Shelter and Shelter Scotland with their anti-racism strategy, we partnered to ensure marketing efforts were aligned with their anti-racist ambitions through a robust systems change programme.
The challenge
With an organisational strategy in place, Shelter wanted to apply the direction and requirements into the marketing function.
Our response
By applying our inside out inclusion® critical indicators to 15 past campaigns and current marketing processes, we gathered insight through interviews with key stakeholders and delivered a co-creation approach to collectively develop marketing principles and surface nuances.
What we delivered
An Anti-Racism Marketing Playbook, covering; ambition and principles; pre-production, production, and post-production guidance; and problem-solving – encouraging teams to build their confidence in anti-racist critical thinking
Train-the-trainer webinar and a series of playbook roadshows, upskilling the variety of playbook users, reaching the full marketing function at Shelter
The impact
Foundational confidence and encouraged wider anti-racism and inclusion practices beyond the initial marketing teams. The playbook increased clarity by equipping teams with anti-racism know-how and tools, as well as an understanding of their role in the charity’s anti-racism ambition. By establishing benchmarks for how anti-racism can be applied to products, events, campaigns and propositions, the playbook has ensured consistency across the charity, as well as with partner agencies and suppliers.
.jpg)