The challenge 

Treatwell had never marketed to the LGBTQIA+ community, and was looking for an external partner to guide their internal marketing teams with confidence. 

Our response 

Through advisory and partnership, we harnessed our culture maker network, we planned and delivered an inclusive planning and cultural confidence workshop with LGBTQIA+ advisors. Bringing together lived experience along with professional expertise of the industry, we reviewed the proposed strategy, messaging and materials with an inclusive and risk-assessment lens. Beyond the workshop we provided ongoing advisory, including detailed briefings, crisis and risk mitigation plans, along with advisory on earned and owned media outreach. 

What we delivered

• Inclusive planning and cultural confidence workshop

• Strategy, messaging and material development

• Internal briefings, crisis and risk plans

• Inclusive advisory on earned and owned media approach

The impact

Over 10,000 professionals signed up - 4,000 salons across Europe signing up for the LGBTQIA+ friendly badge within a week of its launch - Widespread internal buy-in with risks accounted for