Challenge
Driving real change means being ready to face tough truths. To build an inclusive culture, leaders must listen, create space for others, and embrace uncomfortable moments. PwC wanted an inclusion campaign that went beyond words—something that captured the lived experiences of employees, challenged behaviours, and inspired real action.
Solution
We built the campaign around three core behaviours: humility, empathy, and bravery. Humility: Open Mind We launched with Open Mind, a striking film designed to grab attention. Combining powerful stats with sharp visuals, it walked viewers through the science of unconscious bias. Empathy: Colleague-Led Films Three deeply personal films explored unconscious bias through real employee experiences, showing its impact in relatable, everyday moments. Bravery: Think Again Cinematic Adventure Player We created a bold, interactive Bandersnatch-style game, dropping participants into cinematic scenarios shaped by their choices. From seemingly small decisions—like taking a call or picking a herb—the game revealed how bias works in real-time.
Impact
The campaign landed with impact across PwC: •95% completion rate within six weeks. •10,000 hits on the resource page in the first month. •20% played more than once, driving deeper engagement. •Average evaluation score: 4.2/5. “Mediazoo helped us to tell the story of how we’re all part of the problem and, more importantly, part of the solution when it comes to unconscious bias” - PwC Client
