CHALLENGE
Our client wished to step-up un-stereotyping beyond gender to also look at ethnicity, sexuality, religion & age bearing in mind new cultural formations across developed and emerging markets.
APPROACH
We conducted a semiotics exercise across all markets to arrive at a global code book & map of meaning to capture the various ways in which diversity was being captured across cultural environments.
Post which we reconfigured the accepted framework of inclusion to add a few key aspects that were missing, as well as a set of guidelines to help inspire brand leaders and creative partners.
IMPACT
The new codebook and guide to action was cascaded to all global and local markets in order to champion a leadership stance on matters of inclusion and representation.
