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Friday, July 19, 2024

Two Stories design “All In” campaign for a more inclusive and diverse advertising industry in the UK

Independent brand consultancy and design studio Two Stories has developed and designed a brand and campaign to bring together influential brands, agencies and media owners from across the country to take part in the first industry-wide census, aimed at improving diversity and inclusion in UK advertising.

The studio was briefed by UK advertising body, the Advertising Association – following work with joint collaborator Channel 4 4Sales – to create a brand for the All In census that would spark change and encourage interaction across the industry.

Two Stories went further and developed an entire social campaign concept to communicate the brand essence, which has already been shared by brand giants, including TikTok, Sky, GSK, Channel 4, Spotify and ITV.

Bekkie Hull, creative director at Two Stories, said: “The All In census is a ‘stop the clock’ moment for the industry. Conceptually, for us this held similarities to voting and the idea that a vote placed contributes to change within society; in the same way the All In census will be a powerful catalyst for change, and the data that’s gained from it will form the next steps in helping to build back a better, inclusive advertising industry for everyone.”

The All In brand leans on the idea of a voter’s mark on a ballot paper, using handwriting to express individuality. This fuelled the social campaign concept that asks businesses and people at all levels in the advertising industry to write their own “I’m in” and “We’re In” messages and share it across their channels to raise awareness of the census and encourage participation.

The census takes place on 10th March 2021 and asks brands, agencies and media owners across the advertising industry to make a commitment to support the campaign via social media in the run up and take part in the short online survey on the day.

Bekkie Hull added: “We were delighted that through our work with Channel 4’s 4Sales, we were asked to develop and design the brand for the incredibly important All In census. Creating a brand that sparks behavioural change is a fantastic challenge to be set, and we enjoyed delivering not only an engaging brand but also an interactive and exciting campaign to communicate it. The engagement we have seen to date from major brands and businesses in the UK has been truly overwhelming and we hope this is just the start of a movement towards greater inclusivity across the industry.”

Bekkie Hull continued: “The Advertising Association has been fantastic to work with and we look forward to hearing the results of the All In census in April and following its progress.”

Matt Bourn, Director of Communications at the Advertising Association said: “We were super-impressed with the work by the Two Stories team – they nailed our brief first time, in an incredibly fast turn-around time. They were a delight to work with, providing us with a suite of branded assets in record time that helped us bring the All In Census to life in a fantastic way across the UK advertising industry.”

The All In campaign is the latest work delivered by Two Stories, which has already delivered brands and campaigns for a host of large clients across the UK and Europe, including Channel 4’s 4 Sales, Wax Lyrical and Lancashire County Council, as well as well-known regional businesses, such as Dennison Trailers, MH Stainton Homes, Butler Interiors and Cornvale Fine Foods.

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