Strategies for an Inclusive Campaign

December 11, 2023
Shannon Darby-Jones

In today's diverse and interconnected world, campaigns must reflect and celebrate the richness of our global society. Making diversity a focal point promotes inclusivity and resonates with a broader audience.

Here are some strategies to ensure diversity takes centre stage in your campaign.

Diversity in Filmmaking

Set Clear Diversity Goals

Begin by defining specific diversity objectives for your campaign. Consider factors like race, ethnicity, gender, age, ability, sexual orientation, and socio-economic background. Having clear goals will provide a roadmap for implementation.

Diverse Representation in Decision Making

Ensure that decision-making roles within your campaign are occupied by individuals in your team who are from diverse backgrounds. This approach helps shape a campaign that truly understands and reflects the experiences of a broad spectrum of people and provides an authentic voice.

Research and Understand Your Audience

Conduct thorough research to understand the demographics and preferences of your target audience. Tailor your campaign messaging and imagery to resonate with various cultural, social, and economic groups.

Collaborate with Diverse Voices

Engage with peers, influencers, organisations, and communities representing diverse perspectives. Collaborative efforts can bring authenticity and credibility to your campaign while amplifying its impact.

Authentic Storytelling

Craft narratives that authentically represent diverse experiences. Avoid stereotypes and tokenism. Instead, highlight the unique and multifaceted stories contributing to a more inclusive narrative.

Diverse Film Crew

The Importance of Diverse Crew Representation

When executing a campaign, the behind-the-scenes crew is just as crucial as the visible faces on screen. Ensuring diversity within your team aligns with your campaign's inclusivity goals and brings many benefits that enhance your project's overall quality and impact.

This decision also brings together a range of perspectives, experiences, and talents. This diversity of thought can lead to more innovative and creative solutions. Different backgrounds offer unique approaches to problem-solving, resulting in a fresh, engaging, and thought-provoking campaign.

Authenticity is key in any campaign. Your crew can help accurately represent various cultures, communities, and experiences. This authenticity resonates with viewers on a deeper level, building trust and creating a more profound connection with your audience.

A diverse crew often brings an extensive network of contacts and resources. This benefit can open new opportunities for collaborations, locations, and talent. It expands the reach of your campaign and allows for a broader and more impactful outreach.

A crew that sees itself reflected in the work environment is more likely to feel valued and motivated. It will lead to higher productivity levels and a positive work atmosphere. When everyone feels heard and respected, they're more likely to go above and beyond to ensure the project's success.

The Significance of Using Correct Pronouns

In an inclusive campaign, recognising and respecting individual identities is paramount. Using correct pronouns is a fundamental aspect of this. It acknowledges and affirms a person's gender identity, creating an environment of respect and acceptance. Misgendering, intentionally or unintentionally, can be hurtful and erodes the trust and inclusivity you're striving to build. Learning and using the correct pronouns shows a commitment to fostering a genuinely inclusive campaign.

Sunday Treat has started adding a column for pronouns in our call sheets to help promote inclusivity on shoot days.

Prioritising Accessibility

Considering accessibility and physical comfort for talent and crew from the project's outset is crucial. It demonstrates a genuine commitment to inclusivity, fostering a work environment that respects and values the unique needs of all team members. Prioritising accessibility from a campaign's inception ensures that individuals with physical discomforts or disabilities have equal opportunities to contribute their skills to the project. It also contributes to a safer and more supportive working environment. A commitment to inclusivity and accessibility at the project's inception aligns with ethical principles and leads to a more productive, harmonious, and ultimately successful outcome for everyone involved.

Building a Diversity and Inclusion Pledge for Your Campaigns

Consider implementing an internal pledge for each campaign to solidify your commitment to diversity and inclusion. This pledge should outline specific actions and values your team will uphold throughout the campaign's planning and execution process. It could include promises to prioritise diverse representation, encourage the crew to use correct pronouns, and create an inclusive work environment. By formalising your commitment this way, you set a clear standard for your team and hold yourself accountable for creating campaigns that authentically represent our diverse world.


Including diversity in your campaign isn't just about ticking boxes or meeting quotas. It's about recognising the immense value of various voices, perspectives, and experiences. By putting diversity at the forefront, from the planning stages to the final execution, you're not only creating a campaign that reflects the world we live in but also one that has the potential to resonate deeply with a wide and varied audience.


  • A diverse crew is an investment in a campaign's authenticity, creativity, and impact.
  • Acknowledging and respecting individual identities, including the use of correct pronouns and prioritising accessibility, is a crucial step towards building a campaign that is truly inclusive and representative of our diverse world.
  • Implementing a diversity and inclusion pledge further solidifies your commitment to creating campaigns that make a positive and meaningful impact.

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