Campaign overview: Barclays Pride in

London

Sponsorship

It started with our own people…

…being authentic and giving

people space and support to

bring new ideas to life

Reflecting the voice of the ‘Barclays Eagles’

and their communities

• Internally we focussed on stories

about our own people leveraged

through all available channels

• Externally we teamed up with well

known LGBT v-logger Gary C and

Gareth Thomas, a prominent gay

sporting hero; bringing to life Pride in

London through real voices

For people who like numbers!

So what have we learnt?

• It doesn’t have to cost a lot of

money

• Balancing the visual identity of

a corporate brand can be

challenging – but rewarding

too!

• Promoting product and

services doesn’t always work.

The experience must be

relevant and slick

• It’s not just one day! It should

be a constant conversation in

places where it makes most

sense

Top tips…

• Engage deeply with your community

• Be confident in giving people a voice (and tools) –

don’t try to control everything

• Keep the conversation going

• Show care

• Explain your ‘why’

More than ‘marketing’

• Embedding the notion of diversity into all of our work – explicit statements, implicit images.

• Embedding LGBTQ into other diversity messages.

• ‘Normalising’ LGBTQ speakers and events.

• Business as usual

Spreading the message and taking risks

• Pride events

• Cultural exchanges – Paris Lees, book launches, Dame Carol Ann Duffy, Grayson Perry.

• Russian visitors/scholarship

• Out leaders

• David Cameron

Partnerships

• Leicestershire LGBT Centre

• Cinema

• Theatre

• Football

• Cricket

• St Philips Multi Faith Centre – joint discussion on faith and sexual orientation.

DMUfreedom

• The new Charter for Equality and Diversity

• Photography – rainbow laces.

• Externally reported objectives

• No Bystanders.

Rainbow laces

Advertising in diversity related journals

• Black History Month

• LGBT History Month

• Rehab Right 2 work.

Communications, Media and Social Media

• On-line news feeds

• Twitter

• Facebook

• Emails

• Staff and students ‘news’ pages

Summary • Explicit embedding of

messages.

• Being under-stated.

• Competitive nature of HE – reaching all our stakeholders – students, staff, local and global communities

• Range of methods and approaches.

• Using partners and partnerships.

• High profile on other matters to draw audiences in...