Nationwide’s commitment to diversity in its Voices campaign has defied category conventions and got people talking. When the talk of a vocal minority turned nasty with a torrent of misogynistic, racist and homophobic abuse, we had a choice to make: ignore it and sanitise our social media feeds or confront it and call it out.
We chose to do something.
Firstly, with a call to action to the marketing industry, working with ISBA, the Metropolitan Police and Stop Hate UK to develop guidance for any brand wishing to do more than turn a blind eye. And then, by going public in partnership with Channel 4, Maltesers and McCain to air a selection of these vile comments alongside each brand’s advertising in a special ad break takeover during Gogglebox.
The campaign has coaxed the silent majority into voicing their displeasure at trolling and online abuse, de-normalising the hate in doing so. It has fostered pride in Nationwide’s ability to “rise to a challenge” and “do the right thing" amongst our colleagues working at Nationwide. It is...
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