The media relations push by Media Moguls runs alongside a similar three-month campaign by City & Stone Communications that launched this month to tackle discrimination based on sexuality, and follows changes to anti-discrimination legislation that came into effect last December.
The Media Moguls campaign will mirror the sexuality campaign, which is sending letters to editors and agony aunt columns, as well as press releases with tips to combat workplace bullying in an attempt to gain coverage in lifestyle and women’s magazines and reach potential victims of discrimination.
‘This is an information-providing exercise,’ said NACAB head of media Rebecca Shah. She added that the primary objective would be to let people know that the expanded legislation was in place, showing workers how it can protect them and warning employers what they need to do to comply.
There will also be a focus on local media in regions that are known to have large religious communities, such as Bradford, Birmingham and areas of London.
Shah said the two campaigns, funded by the Department of Trade and Industry, targeted different audiences but would both use HR and local government titles to explain the changes to employers.
She added that it was important to distribute the messages as widely as possible because discrimination was an issue that affected every employer, although religious organisations are exempt from the new rules.
NACAB is a registered charity created in 1939 that offers support and representation for people on issues such as debt, benefits, housing, legal matters, employment and immigration.