Client: Pearn Kandola
Racism at work
(an award-winning campaign)
Racism in the workplace is a prominent social issue that continues to spark conversation, both in wider society as well as in media. It is also the subject of Pearn Kandola co-founder and senior partner Binna Kandola’s ninth book, entitled, Racism at Work: The Danger of Indifference. A year after the book launch in 2018, and with the topic still trending, it was time to use the insight, research and evidence and amplify its contents with the business community whose job it is to increase their understanding and act on the bias (conscious or unconscious) that still exists in workplaces.
The online channels to stimulate dialogue
Where are most HR Professionals and Diversity & inclusion leaders going to be found in the digital world? LinkedIn of course. We used both the Pearn Kandola business page to communicate message and raise conscious awareness, as well as Binna’s own profile account to encourage conversation around these messages. Over a 6-month period, we created a varied content campaign with different goals for each post per week – reach, engagement or link clicks. Related, in-depth thought leadership articles lived on Pearn Kandola’s new onsite content hub so there was a reason to click through too.
An online content series that ended with a podcast
The LinkedIn and onsite hub activity culminated in a hero moment – a 6-episode podcast series entitled Racism at Work, where Binna, and a panel of expert influencers like England striker John Barnes, explored the evolution of modern racism, how it’s manifested in the workplace and how we can all address it.
The campaign was heard widely
