The British Red Cross found in an internal survey that some respondents had been subjected to racial microaggressions at work. It also showed a lack of awareness and confidence in how best to respond to microaggressions.

During our initial insights stage we discovered that people wanted real examples, so we experimented with different ways of bringing these to life.

We held workshops with the EDI steering group and staff network representatives with lived experience to co-produce this campaign, presenting the workshop with three concepts to discuss in detail.

We then used this feedback to refine the chosen approach for the final campaign. 

Bold. Impactful. Educational. Effective. That penny drop moment brought to life. These are just some of the words used to describe the campaign.