“We are passionate in supporting progressive gender portrayal”
Capability Need: To create an engaging learning and behavioural change programme for Diageo’s entire marketing community and all partner agencies in order to drive a more progressive gender portrayal in communications
Created the content, training materials, workshop design and coaching to roll out the Progressive Gender Portrayal project to help Diageo and Creative partners portray women and men in a more nuanced and un-stereotyped way. We leant on our knowledge of learning science to create the design and drive behavioural change.
The entire Diageo marketing community and all their partner agencies were trained. A white paper that Paraffin wrote about this work, in collaboration with Diageo, was nominated for best paper at ESOMAR, and after Diageo presented this work at the United Nations Unstereotype Alliance, we were asked by the UN to create a bespoke framework for them to roll out to all members of The Unstereotype Alliance, which we did in partnership with Unilever and Diageo. Our joint work achieved accolade by winning Silver at the TJ Awards for ‘The Best Diversity and Inclusion’ programme and was shortlisted for the European Diversity Awards.