Campaigns created by brands and agencies with inclusion at the heart are often the ones that have the largest impact. As Ali Hanan, CEO at Creative Equals shares, “It is clear that diversity and inclusion is a driver of creative excellence.” 

Yet, authentic inclusion happens both in front of, and behind, the lens. While the creative industry attracts diverse talent, their voices are not always heard. At the same time, campaigns that don’t consider inclusion can often miss the chance to engage with culture effectively. To really partake in culture, campaigns must accurately reflect and understand the nuances within it. And diverse voices help to enable this understanding, producing campaigns that more accurately reflect and impact the lives of consumers.

At the Conscious Advertising Network’s Conscious Thinking event, Marty Davies and Stephanie Matthews shared the need for trans visibility and inclusivity amidst an increased climate of hostility. They discussed how brands can use backlash to learn and produce inclusive campaigns, instead of shying away for fear of being cancelled. Inclusion can produce impact, as we saw with BITE’s most-loved inclusive campaigns. At its best, the advertising industry has the power to make change and push forward the dial on inclusion.

For an insight into which campaigns are getting it right, we asked Brixton Finishing School alumni to talk us through their favourite impactful campaigns from the past year. Campaigns that have resonated with them sparked conversation and had an impact on culture. Some of the most memorable work integrated inclusivity, accurately portrayed underrepresented communities, tackled prevalent issues and truly embraced diversity.

The alumni also offered their thoughts on how these could have gone even further. By embracing a learning mindset and listening to the voices of others, the impact of great work can grow even deeper. From remembering authenticity to taking risks, and expanding campaigns - the industry can always be striving for better and doing more.

Addassa's pick: 'Moms Mean Business' for ZenBusiness, by Joan

Joan created the 'Moms Mean Business' campaign for ZenBusiness. This heartfelt, impactful, campaign stood out to me because it shines a much-needed spotlight on the incredible strength and resilience of mothers from all walks of life. The campaign's film beautifully captures the multifaceted nature of motherhood, emphasising both the joys and challenges that mothers experience. This recognition is especially timely given the difficulties many mothers have faced not being able to return to work after the COVID-19 pandemic (3.5M mothers had been pushed out of work during the pandemic).

The aspect of this campaign that stood out most to me is its dedication to providing mothers with access to educational resources to kick start their journey as ‘mompreneurs’ actioning a better future for mothers with families involved. With 450mm earned impressions, 1,746% more social shares and more than 78% sign-ups, it’s safe to say Joan and ZenBusiness cooked with this campaign.

My suggestion to take this campaign a step further would be to include young caregivers, such as elder siblings who have assumed parental responsibilities during the pandemic (245,000 children in the US lost one or both parents to COVID). By broadening the campaign's reach 'Moms Mean Business' would be able to further the idea that mothers take all forms and sometimes the most unconventional forms are closest to home. Providing educational resources and business knowledge to young caregivers not only supports their personal growth but also fosters a sympathetic caring cultured community.

Emma's pick: 'Hope United' for EE and BT, by Saatchi & Saatchi

Impactful can mean many things. But a campaign I think has been particularly impactful over the last year(s) is ‘Hope United’ by EE & BT. The campaign tackled hate on women's football and featured some amazing women who inspire me like Lucy Bronze and Ellen White. It showcases in a video named ‘Not Her Problem’ how the media targets women in sport for negative moments, passes blame and drives hatred. The video is like watching a battlefield, seeing teeth being pulled out to seeing Lucy Bronze getting her leg stitched up, to even periods and to be honest, I think a battlefield is how I would describe the experience of being a woman in sport. As a woman in sport myself, jumping past sexism barriers isn't something that we shouldn’t have to do, I grew up playing Ice and Roller hockey, a male-dominated sport and I remember having to get kitted up in a cleaner's cupboard at matches, so I can really relate to the struggles highlighted in ‘Hope United’. This project as a whole is something I’m super passionate about, and it will inspire anyone who watches it. I can’t wait to watch it grow over the next few years. I also am very lucky to now be working alongside the creators of this very campaign.

Kev(in)'s pick: 'The Last Photo' for CALM, by adam&eveDDB

"The Last Photo" campaign by Adam & Eve/DDB, in partnership with the Campaign Against Living Miserably (CALM), is a deeply resonant and impactful initiative. It addresses the universal issue of mental health struggles, making it relevant to people from all walks of life. The campaign's effectiveness lies in its ability to touch the hearts of a broad audience, as it highlights the emotional weight that individuals, irrespective of gender, carry in silence.

The campaign's insight is grounded in the understanding that many people find it difficult to openly express their emotions, leading to isolation and inner turmoil. Its creative use of media and strategy, particularly the juxtaposition of everyday photos with powerful stories, is both compelling and innovative. This approach captivates viewers and prompts them to contemplate the campaign's underlying message.

In terms of cultural impact, the campaign strives to challenge societal expectations that stifle open conversations about mental health. By shedding light on the emotions behind ‘Last Photos’, it aspires to inspire action and ultimately change the culture surrounding mental health discussions for everyone.

To further this mission, the agency could continue to collaborate with various organisations and influencers, expanding the campaign's reach and encouraging a broader spectrum of people to share their experiences and seek help. This ongoing dialogue has the potential to create significant, lasting changes in societal attitudes towards mental health.

Mitchel's pick: Channel 4 intents, in-house

As someone with unsuccessful applications for entry level positions at Channel 4, I am remarkably familiar with their remit. This short film (it can only really be described as such), masterfully manifests its remit to: champion unheard voices, innovate and take bold creative risks, inspire change in the way we lead our lives, and stand up for diversity across the UK.

The campaign posits that Channel 4 is the UK’s guide for content to be consumed. Channel 4 is successfully established as the premier companion for viewing the infinite worlds of the UK.

The executions of this project are infinite, easily portrayed in multiple channels. I approve of the unconventional structure. Using a range of visual landscapes and techniques is a gambit that succeeded. The result is a wealth of textured, startling worlds for viewers to inhabit. The poetry is genuinely moving, with granular details from an unpretentious, authentic voice.

It is important to create work that makes people feel things. I felt things whilst watching this.

I admire the specificity on display. Channel 4 authentically exhibits experiences people have in the UK. Writing on school shirts upon graduation, our collective indifference to the unholy wedding between foxes and urban spaces, our will to protest when witnessing injustice, and our capacity for love, joy, imagination, sorrow, and wonder.

A key factor in this short film's success is the power of simplicity. Channel 4 centred this production on a simple concept with clear limitations. They then iterated intensely, rendering unique variations of modern British society in evocative, human terms.

One flaw of this campaign is the lack of nuance directed at its subject; The UK. If we are appreciating the value of the union, we should appreciate the whole of the union. This includes its blemishes. The UK is not perfect. Currently, MPs prize their professional security above the wishes of their citizens, a cost-of-living crisis buffets our most vulnerable, a disjointed migration policy harms families and generations, and a toxic discourse on the deaths of civilians grips the nation.

A scene of protest is depicted, but this did not go far enough. I want a more nuanced conversation about the UK and our experiences in it. Channel 4 is the only channel brave enough to have this conversation.

My favourite quote:

"I'd rather be beside the sea. Beside you, beside me." 

This is so human. I feel the yearning for connection. A wish to remove the literal, digital, and figurative obstacles from two hands touching. The child saying "hello" adds an endearing depth here.

Least favourite quote:

"The sex is almost as good as the kiss." This patently is not true. I do not know what kind of sex the people at Channel 4 are having. The only justification for this is perhaps an attempt at religious chastity.