Creating an inclusive culture.
In 2021, we aimed to foster a workplace culture where every voice is heard, seen, and respected by launching an integrated Pride Month campaign that showcased Citizens Bank's commitment to inclusivity and support for the LGBTQ+ community.
Strategy & Execution: Our campaign centered around leveraging the powerful stories of our colleagues to communicate our cultural values both internally and externally. The strategy included:
🏳️🌈 Content Development: We crafted a month-long program featuring vibrant visuals and narratives that highlighted Citizens' culture of inclusivity, supported by specific proof points. This included video stories from colleagues that brought their experiences to life.
🏳️🌈 Engagement Initiatives: We organized events sponsored by our Business Resource Group (BRG) and Diversity, Equity, and Inclusion (DE&I) teams to promote education and engagement among employees. Colleagues were encouraged to express their support with a Citizens-branded Facebook frame.
🏳️🌈 Multi-Channel Distribution: The campaign utilized various channels including digital signage in retail branches, paid media, our corporate website, social media platforms, the employee intranet, email communications, and the employer brand marketing website.
Impact: The campaign sparked meaningful conversations among Citizens colleagues, who responded positively to the vibrant creative and felt a sense of pride in seeing their peers represented. Externally, the campaign achieved strong performance metrics and enhanced Citizens' reputation as an inclusive employer.
In a strategic move, we repurposed a version of the video to promote LGBTQ+ observance days later in the year, extending our commitment to inclusivity beyond Pride Month and maintaining an ongoing conversation around diversity.
Key Metrics:
● Increased engagement with internal communications.
● Positive feedback from colleagues about representation and visibility.
● Enhanced external perception of Citizens as an LGBTQ+-friendly workplace.
● This campaign not only celebrated Pride Month but also reinforced Citizens Bank's ongoing dedication to diversity and inclusion.
● Increased engagement with internal communications.
● Positive feedback from colleagues about representation and visibility.
● Enhanced external perception of Citizens as an LGBTQ+-friendly workplace.
● This campaign not only celebrated Pride Month but also reinforced Citizens Bank's ongoing dedication to diversity and inclusion.
