The creative industry has a diversity problem and D&AD is on a mission to change this.
D&AD believes that our industry will only continue to make great work if the people creating it reflect the diverse and vibrant makeup of our society.
We helped the D&AD launch its industry-leading SHIFT programme, which aims to engage young BAME people and those who haven’t gone down traditional educational routes – and show them the different career paths available to them in the sector.
We knew our target audience couldn’t be easily reached through traditional press, so we developed an influencer-led strategy – partnering with five key ambassadors to talk about the SHIFT programme on our behalf.
PR | Social | Brand Strategy | Influence
The campaign reached over 800,000 people in our specific target demographic, which saw the SHIFT programme 120% oversubscribed in its first year.
D&AD is now expanding the initiative into other countries to continue its fight for greater inclusivity in the creative industries.