ED&I

WHAT WE DO:

ETHNICITY, DIVERSITY & INCLUSIVITY

Advertising still has a way to go when it comes to being representative of the audiences we talk to, and at 11 London we’re keen to play an active part in promoting diversity and champion equality - in all forms.

Following the death of George Floyd in 2020, we like many other organisations realised that - when it came to racism, and especially systemic racism - if we weren’t part of the solution we were effectively perpetuating the problem. But we didn’t want to make empty, knee-jerk gestures. We wanted to make changes now and in the future that would help improve our sector and the lives of people working in it. We accepted that we weren’t perfect, but nor did we want to be finger-wagging or po-faced.

We started by looking at ourselves and implemented a staff survey on ED&I, asking the team their views on how well we’re doing and what we could do better. This is now an annual thing, with the Board taking the suggestions seriously and implementing change where necessary. We’ve changed the structure of our creative briefs and sourced image libraries that feature a wider range of people.

In 2022, we started a series of monthly talks where each staff member presents on an aspect of ED&I, from race, neurodiversity, gender, to family structures and geographical representation. The aim is to burst the white, London middle-class bubble and help us all think beyond the immediate and familiar. Later that year, we also became the first health agency in the UK to gain B Corp status, which is an independent verification of our commitment to equality, diversity and environmental performance beyond the purely commercial - something that took nearly 18 months to achieve. We also found a way of using social media to reach minority groups - despite the platforms’ algorithmic bias towards audiences that simply returned the highest numbers of responses.

There will be other ideas we have and changes that we’ll make as we seek to make the areas of advertising, health and humanity a bit fairer - and, importantly, make our work more relevant and interesting. If you’re up for finding out more about what we’re planning, or would like to work with us in some way, do please drop us a line.

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Diversity in advertising refers to representing a broad range of identities, including race, ethnicity, gender, age, sexual orientation, disability, and socio-economic backgrounds. Equality in advertising ensures fair treatment and representation of all groups, avoiding stereotypes or biases. Together, they promote inclusivity, allowing consumers to see themselves reflected in campaigns, fostering trust, and enhancing brand connection.
Diversity in advertising is crucial because:

Representation matters: It helps consumers feel seen and valued, especially for marginalised groups

Reflecting reality: Diverse ads align with the real-world demographics and values of today’s audience

Broadening appeal: Inclusive campaigns reach and resonate with a wider range of consumers

Driving brand loyalty: Consumers are more likely to support brands that align with their values, including inclusivity

Encouraging innovation: Diverse perspectives lead to more creative and effective advertising strategies
To prevent stereotypes and biases, advertisers should:

Research thoroughly: Understand the culture, values, and preferences of the target audience

Consult diverse voices: Involve people from varied backgrounds in the creative process

Use inclusive language: Avoid outdated or offensive terms

Portray complexity: Show individuals in multidimensional roles rather than relying on clichés

Test campaigns: Use focus groups to identify unintended biases before launch
Examples of successful diversity in advertising include:

Dove’s “Real Beauty” campaign: Highlighting women of all shapes, sizes, and ethnicities

Nike’s “You Can’t Stop Us” campaign: Celebrating athletes of different races, genders, and abilities

Maltesers' ads: Featuring actors with disabilities in relatable, humorous scenarios

These campaigns resonated with audiences by authentically embracing inclusivity and breaking traditional norms.
Advertising agencies can ensure diversity and equality by:

Hiring inclusively: Building diverse teams across all levels of the organisation

Providing training: Educating staff on unconscious bias and inclusive practices

Encouraging diverse leadership: Promoting underrepresented voices to decision-making roles

Collaborating with communities: Partnering with organisations that represent marginalised groups to ensure authentic representation

Measuring progress: Regularly reviewing hiring practices, campaign content, and audience feedback to improve diversity efforts

By embedding diversity and equality in both creative output and internal culture, agencies can drive meaningful change while producing campaigns that resonate with modern audiences.