Turning discomfort into dialogue to spark inclusion

Industry

Fashion

What We Did

Brand Film

Digital Learning

Face to face learning

Expert Insights

Blended programmes

Onboarding

Studio Shoot

Challenge

ASOS wanted to spark a cultural shift within their organisation to further the Diversity, Equity and Inclusion agenda. This brief came because of a “Vibe Survey'' conducted by ASOS. The survey revealed many senior white male colleagues felt uncomfortable talking about DEI issues for fear of offending or getting things wrong. While colleagues felt that ASOS was an Inclusive place to work, many recognised more could be done.

Solution

To influence positive social change, we implemented a 360-degree campaign with films, digital learning, and in-person experiences over 12 months. Our solution fostered active listening, thoughtful questioning, and curious conversation. We produced visually striking films featuring colleagues discussing belonging & inequality, with artistic direction reflecting everyone's unique perspective. The digital learning component used explorable micro-interactions to visualise different DEI perspectives.

Impact

“The course is an absolute masterpiece! It’s great to see ASOS is BRAVE and not afraid of having these conversations! As a gay immigrant, I often didn't feel a part of society, but this course made me feel welcome! Best DEI content I’ve ever seen.” - ASOS colleague. “We want every ASOSer to use their everyday influence to drive positive, inclusive cultural change. The brief was ‘hard-hitting and emotive’ and the results speak for themselves” - ASOS Client